Perspectives on data-driven research: Insights from the I-COM Global Summit

Jo Bowman

This event report pulls together some of the themes of the I-COM Global Summit in Seville, with a particular emphasis on data-driven research.

Perspectives on data-driven research: Insights from the I-COM Global Summit

Jo Bowman

Connected consumers are evaluating products and organising their preferences long before they make a decision to buy – a fact that is especially true for those shoppers using smartphones and tablets. This means that brands must maintain constant visibility and anticipate buying decisions earlier than ever before.

That was the result of a study conducted by online giant AOL, as presented at the I-COM Global Summit, an event held in Seville in early 2014. Fortunately, for marketers, the conference audience also heard how data-driven insights can now be...

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