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

Cila Warncke

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 was emphasised on the opening night of the conference at the Gala Awards Dinner where the I-COM Big Data Venture Challenge Award was scooped by Clear Returns, Ltd.