Innovation Challenges

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Visualisation Tool that Provides Data-Driven Insights for Better Event Evaluation (closed)

Hustle and Bustle
This challenge has closed.
Audience: Students, Researchers, Start-Ups, Businesses, Subject Matter Experts, Other
Anticipated Funding: SGD 35,000
Applications close: February 14, 2020
Last Updated: February 16, 2020 10:08 PM
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The Challenge

SACEOS is the trade association of the meetings, incentives, conventions and exhibitions (MICE) industry in Singapore, to promote growth development and enhance the infrastructure as well as the capabilities of the MICE industry. Hustle & Bustle, a member of SACEOS, is a bespoke integrated event organiser that seeks to create memorable experiences for event owners through crafting unique journeys with a personal touch and the use of technology.

Many event owners today request for data-driven insights to access the success and Return on Investments (ROI) of their events. They expect events companies, like Hustle & Bustle, to be able to provide such insights as part of their service, but for many bread and butter events companies, this presents a big challenge as much of the information captured reside on different platforms and is managed by different third partiy data owners. There is no current tool in the market that is sophisticated enough to meet the expectations of clients and have the ability to provide updates in real time for better decision-making in terms of planning and execution of the event. This results in sub-optimal use of resources and often, a lot of resources are wasted due to undersubscribing of an event.

Hustle & Bustle hopes to meet this gap by developing a digital tool that will allow them to improve event owners’ ROI for each event they organise, and at the same time provide useful insights on the data collected from attendees so as to drive better customer experience for future events. As an event organiser, this will also allow Hustle & Bustle to craft more personalised experiences for their clients and give them a way to measure their own ROI in a more systematic and accurate way.


How might we create a visualisation tool to process visitors and other related-event data so as to empower event organisers and owners to better evaluate event success and ROIs?


  • A prototype solution that can perform data analysis on data collected from other third party platforms and across multiple events, to provide post event reports that give better visibility of what contributed to the success of an event and what should be improved for the next event.
  • The platform should be able to take data from other sources (event apps like Jublia, Pigeonhole, etc.) and provide insights in a visual manner like graphs, infographics, etc. to assist in the review of an event. The information dashboard should help address the following questions and beyond:
    • What was the ROI of the event? (based on input parameters like costs, attendance, satisfaction, volume and value of conversions, etc.)
    • What should the next event focus on?
    • What were some opportunities that were missed during the event?
    • What are obstacles to be addressed?
    • Who are the potential customers that can be targeted in the next event?
    • Based on the feedback of end-users, what did they like and what do they want to see more of?
  • The platform should allow for the input of different parameters, and be able to generate reports in a format that will allow easy dissemination and further editing if required.
  • The platform should be mobile-friendly and deliver a smooth experience across any screen or mobile device.

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore (or similar markets).


  • A bank engages an event company to organise a session where they can connect with existing and potential customers. They want to know at the end of the event, how many people were invited, how many that were invited actually translated into conversions during the event and whether the event is a success. In longer term, they also want to be able to evaluate whether the event has helped to generate sales and interest by looking at the performance indicators of the bank’s relationship managers. With the solution, the bank is able to gain insights through a visualisation dashboard the performance of the event and make adjustment for the next session to ensure the event performance is maximised.
  • An event organiser proposes to the client to engage their services for multi-year contract, following the success of the current year event. He uses the solution to present the key metrics of events, as a justification of the services his company rendered.


  • SGD 35,000 of prize money for the winner of this challenge (see Award Model).
  • Access to domain expertise for the development of the Prototype.
  • Opportunity to test, demonstrate and validate solution in partnership with the Hustle & Bustle team.
  • Winner will be able to use Hustle & Bustle as a reference customer for business promotion.
  • Collaborate with SACEOS to reach out to the greater community for prototype deployment or refinement.


The Applicants shall be evaluated in accordance with the evaluation criteria set out below.

Solution Fit

  • To what extent does the proposed solution address the problem statement effectively?

Solution Readiness

  • How ready is the proposed solution to go to the market?
  • Is there any evidence to suggest capacity to scale?

Solution Advantage

  • Is the solution truly innovative, does it make use of new technologies in the market, and can it potentially generate new IP?

Company Profile

  • Does the product have user and revenue traction?
  • Do the team members possess strong scientific/technical background?


30% of the prize money will be awarded to each selected finalist at the start of the prototype development process, with the remainder 70% to be awarded during the prototype development process, based on milestones agreed between Hustle & Bustle and the solver.

Note that a finalist who is selected to undertake the prototype development process will be required to enter into an agreement with Hustle & Bustle that will include more detailed conditions pertaining to the prototype development.

Eligibility Criteria

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore (or similar markets).

You, (or any of your teammates, if you are participating in the Challenge as a team) must not be a current employee of (a) H&B, or (b) any other organisation who is involved in administering or organising the Challenge (including IMDA).

For full details on this challenge please see the SG:D Open Innovation Platform website.

Terms and Conditions




1.1 We understand that Problem Solvers are keen to participate and share their ideas with the Problem Owners. Submissions will be treated as confidential by the Problem Owner, but all information contained in the submissions may be used by Problem Owners and IMDA in evaluating a submission for the purposes of a challenge.


2.1 Ideas in and of themselves are not protected, and you must be careful to ensure that you do not divulge any confidential information, proprietary information, know-how, or trade secrets.

2.2 Problem Solvers must read the terms set out below carefully. H&B may include terms where Problem Solvers are to grant a limited and/or exclusive licence relating to the solutions proposed to the Problem Owners. Problem Solvers must understand the terms before agreeing to the same.


3.1 You, (or any of your teammates, if you are participating in the Challenge as a team) must not be a current employee of (a) H&B, or (b) any other organisation who is involved in administering or organising the Challenge (including IMDA).


4.1 Incomplete entries will be deemed invalid and disqualified.

4.2 All submission materials must be presented and/or submitted in English language.



1.1. The Problem Solver and Problem Owner (the “Parties” and each, individually, a “Party”) accept and agree that they will be bound by the terms set out herein.

1.2. The Problem Solver agrees to the instructions set out in paragraphs 3 and 4 of the Instructions and Information section on eligibility for participation and submission criteria.

1.3. The Problem Solver shall abide by and accept as final and binding on the Problem Solver, all of H&B’s decisions on all matters related to this Challenge.

1.4. The parties acknowledge and agree that the solutions provided in this challenge will be used for sector-wide applications, and agree to endeavour to achieve the broad objectives of solving sector-wide problems.


2.1. "Confidential Information" means all confidential information indicated in writing or labelled as "confidential", "proprietary information" or where the circumstances of disclosure indicate that the information so disclosed is confidential or proprietary or all information which is deemed by the Parties to be confidential information or which is generated as a result of or in connection with the challenge and which is not generally available to the public.

2.2. Use. The Parties agree to maintain the confidence of Confidential Information and will only use Confidential Information for the purposes of the Problem Owner evaluating the Problem Solver’s submission. Without prejudice and in addition to the foregoing, the Parties shall not disclose Confidential Information, whether directly or indirectly (including publishing any reports containing any Confidential Information), to any third party without prior written approval of the other Party.

2.3. Disclosure. Confidential Information may only be disclosed to each Party’s employees or advisers on a strictly need-to-know basis for the purpose set out in Clause 2.2 above, and each Party shall also ensure that the same obligation of confidentiality shall at all times be observed and maintained by such employees or advisers to whom the Confidential Information is disclosed.

2.4. Compelled Disclosure. In addition, if the receiving Party becomes compelled (pursuant to any law or regulation or the requirements of any stock exchange or other regulatory authority with whose rules the receiving Party is required to comply) to disclose any part of the Confidential Information, the receiving party shall promptly (and, if practicable, before complying with any such requirement) notify the disclosing Party in writing of the same and of the action which is proposed to be taken in response. In such event, the receiving Party shall take full account of any reasonable request made by the disclosing Party, whether concerning resistance to the requirement or the form, manner or extent of disclosure, and the receiving Party shall only disclose such information to the extent that the receiving Party is so compelled to disclose. The receiving Party shall exercise its best efforts to ensure that confidential treatment to the maximum extent possible will be accorded to such Confidential Information.

2.5. Ownership. Confidential Information disclosed under these Terms shall at all times remain, as between the Parties, the property of the disclosing party and does not grant the receiving Party any rights in any Confidential Information, other than the limited right to use the Confidential Information as permitted by these Terms.

2.6. Exceptions. Nothing in these Terms prohibits or limits either Party’s use of information:

2.6.1. previously known to it;

2.6.2. which is or becomes publicly available through no breach of this MOI by the receiving party;

2.6.3. received from a third party without breach of any confidentiality obligation by such third party; or

2.6.4. independently developed by the receiving party without use of the disclosing party's Confidential Information.

2.7. Protection. Each Party agrees to protect Confidential Information using the same means and standards it uses to protect its own confidential information, but in any event not less than reasonable means, to prevent the unauthorised, access, disclosure or use of Confidential Information.


3.1. H&B acknowledges the Problem Solver’s ownership of IP rights. All IP created from your work on the Challenge (“Created IP”) will be owned by you as the Problem Solver. The Problem Solver, however, grants IMDA and H&B the right to view, consider, and (where applicable) evaluate and assess the submission in detail, for the period of the Challenge.

3.2. Save as specifically set out in this document, no licence to use or assignment of any IP is granted or shall occur, unless you and H&B enter into a separate agreement with each other at point of finalist(s) selection.

3.3. Insofar as your submission uses or refers to any pre-existing IP, you must ensure that you have all the necessary rights and/or licences for the incorporation of such IP into your submission and/or any subsequent evaluation and use as part of the Challenge. You must also use all efforts to ensure that your submission does not infringe the IP rights of any third party.

3.4. EXTENDED TESTING LICENCE: If the Problem Solver’s submission is selected as a finalist for the Challenge, an extended period of testing may be required to evaluate your submission and for the proof-of-concept or prototype of the solution to be developed. H&B therefore may expect the Problem Solver to grant to it, a non-exclusive, royalty-free licence of all IP for the purpose of testing and evaluating the Problem Solver’s solution, for a period of 6 months from the date your submission is selected as a finalist for the Challenge. To be clear, you are not obliged to grant the licence mentioned above until you and H&B enter into a separate written agreement containing the terms of this licence.

3.5. EXCLUSIVITY: If the Problem Solver’s submission is selected as a finalist for the Challenge, you agree to enter into exclusive negotiations with H&B to explore a commercial agreement with respect to your solution. The period of exclusive negotiations shall be for a period of 6 months from the date the Challenge ends, during which you agree that you will not disclose, market, or enter into negotiations with third parties in relation to your solution.


4.1. The parties acknowledge and agree that the solutions provided in this challenge will be used for sector-wide applications, and agree to endeavour to achieve the broad objectives of solving sector-wide problems. Consequently, the parties agree to consider the following points in negotiations:

4.1.1. In the event the Problem Solver is unable to or not willing to further develop the Created IP, the Problem Solver agrees to negotiate the sale or licence of the Created IP to the Problem Owner for the Problem Owner to further develop solutions to the sector-wide problem.

4.1.2. that the Problem Owner will be granted by the Problem Solver a licence to adapt, modify, expunge, make derivative works of, disassemble, decompile, reverse engineer, republish, download, or copy and part of the Created IP for further development.


Any questions pertaining to the Challenge may be submitted to IMDA via email at with the subject header beginning with “Visualisation Tool that Provides Data-Driven Insights for Better Event Evaluation”.

All correspondence throughout the Challenge must be in the English language.

How to Apply

All submissions must be made by 14 February 2020, 1600 hours (SGT/GMT +8). Hustle & Bustle and IMDA may extend the deadline of the submission at their discretion. Late submissions will not be considered.

To apply for this challenge please see the SG:D Open Innovation Platform website.

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