Using big data to improve business efficiency: A report from I-COM 2012

Cila Warncke

A round-up of presentations from I-COM 2012, looking into the issue of whether or not the Big Data trend is driving business efficiencies.

Using big data to improve business efficiency: A report from I-COM 2012

Cila WarnckeWarc

The overriding theme of the International Conference on Online Media Measurement (I-COM) was the explosion of big data but, as Scott Thomson, global head of analytics at communications consultancy Naked Communications, noted "Lots of things haven't changed."

Chief among these is the imperative for information to drive business efficiencies - otherwise the wealth of data now available to marketers threatens to be a haystack without a needle.

Case Study: Clear Returns

Vicky Brock (picture source: I-COM)

The importance of practical application of data analysis...

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