Data has become a real obsession for the industry and there are so many opportunities for companies that no one wants to miss out on this new technology.
However, there are still many doubts about how to filter and manage the huge amount of information available so that it is really useful and plays in favor of each company's objectives.
For this reason, there are more and more events being held to explore, debate and reflect on the direction that Big Data is taking in marketing and the challenges that marketers face in this field.
But one of the pioneering events in the world of data is the I-COM Global Summit , which for another year, now 13, has brought together the most renowned professionals and companies from around the world, this time in the Portuguese city of Porto from April 24 to 27.
And the event has been a great success in many ways, according to Andreas Cohen, Founder & Chairman of I-COM Global, who is pleased with the reception this year's edition has had in the sector.
“We’ve been able to bring together the people who are leading the data marketing revolution,” he says.
But Cohen wanted to highlight one of the competitions held in the days bosnia and herzegovina phone number leading up to the Summit, I-COM Data Science Hackathons , which is aimed at uniting the world of data and marketing with the help of two major sponsoring brands, which this year were Unilever and Intel.
Thus, based on two different challenges, one from each sponsor, participants have 36 hours to develop algorithms, using data analytics, to solve the challenges on predictive models.
And this year there was an anecdote that clearly shows that talent is the basis for success. Cohen tells what he calls the human story of this edition.
This is the case of an Iranian student at the University of Zurich who, after returning from his spring break, was not allowed in by the authorities at the airport. So the student went to the Hackathons without a computer.
"We all thought that we couldn't do anything without him, but surprisingly he was one of the winners of the competition ," she says, adding that "he was a brilliant mind" who shows that we shouldn't give up in the face of problems.
"You don't need to be a large company with huge resources to implement creative data science solutions ," he explains.
But this is just one of the many anecdotes that emerged from the intense days that will move to a new city next year but will maintain the same ambition: “To showcase the cutting edge of the data marketing industry.”
To achieve this, this year they wanted to add new categories such as content marketing, which respond to a need in the industry. "They had been developing for years and it was necessary to include them," says Cohen.
“Artificial intelligence, blockchain, anything that is a new technology or a new marketing technique where questions and interest arise” will be gradually included in the event.
Looking ahead to the global marketing event, Cohen explains: “We are exploring better ways to understand the creativity of data – that is what gives competitive advantage in the marketplace. All marketers are chasing this and data is the new oil. That is what is going to enable companies to excel.”