I-COM Global Summit: Smart Data Drives Big Value

Apr. 27, 2015

The I-COM Global Summit—the Global Forum for Marketing Data and Measurement, to be precise—begins today in lovely San Sebastian, Spain. Signal is a proud sponsor of the forum, and this year the event’s focus is all about smart data and the value it drives for brands.

On Wednesday at 9:40 a.m., I’ll be presenting on a Data Activation panel, along with leaders from Digitas and Starcom MediaVest. Here’s a sneak peek at what we’ll be talking about:

Marketers are eager to achieve a true, panoramic view of their customer—and to attain it, they must effectively leverage the innovations that support real-time activation of data across the web, mobile, email, CRM, and more. Today, every marketer faces this cross-channel dilemma as they navigate toward a view of the customer journey across multiple channels and devices.

The best solutions aim to connect the dots while putting marketers in control of their data—to improve personalization and targeting based on rich profiles of consumers’ likes, behaviors, purchase histories, and loyalty status.

Marketers in every industry have encountered the challenges between where they are and where they want to be: the consumer journey is increasingly complex, and it involves many layers of brand engagement and disparate sources of data. Marketers can bridge the gap between consumer expectations and their current capabilities by making smarter investments in marketing technology—and thus achieve the elusive single view of the customer.

We’ll explore some of the fascinating—and eye-opening—outcomes from Signal’s original research on the progress marketers have made in attaining a single view, and the obstacles that still remain in their path.

But I don’t want to give it all away. I hope you’ll make it to our panel in San Sebastian. If you do, you’ll be able to join the discussion as we delve into many of the questions that today’s marketers are wrestling with:

  • How can marketers harness their customer intent signals across channels and devices for smarter, real-time activation?
  • How does leveraging a persistent ID and panoramic customer view translate into improved targeting, measurement, optimization, personalization, and marketing ROI?
  • What are best practices for meeting the demands of a data-driven, cross-channel marketing strategy?
  • What are the key advantages of marketers owning their cross-channel identity and data?

We’ll also be taking a look at how agencies are evolving in their use of data as they activate campaigns, and how agency marketers can harness customer engagement data to be more targeted and effective as they activate campaigns for advertisers.

It’s going to be a great conversation; one among many this week at I-COM. I hope to see you there! (And let us know if you’d like to meet up during the forum.)