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"The Official Cloud of the NCAA" is making its second March Madness run with a new campaign featuring actual students.

Google Cloud inked a multiyear sponsorship deal with NCAA last year, and teamed up with the organization to turn more than 80 years of data into actual insights for its last campaign. Now the company is switching things up. It recruited some 30 students to help come up with interesting predictions alongside its own team of data scientists.

"The concept of 'explosiveness' or when the announcer says, 'This team is really explosive' the students went in to figure out what goes into that," Alison Wagonfeld, chief marketing officer at Google Cloud, says. "From a campaign standpoint, it is phenomenal because it shows how easy and accessible Google Cloud is."

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