By Ayesha Salim

With GDPR and digital transformation on the horizon – marketers face significant challenges in using data to create value for their businesses. Global trade body I-COM hosted its annual global summit in Portugal last month to explore some of these issues. The conference consisted of discussions and presentations with high-profile industry experts from iHeartMedia, Webtrekk, and Sony, among others.

Below are five key takeaways from the event.

Don’t call yourself ‘data-driven’ – if you rely on third-party data

Earlier this year, WPP’s chief executive Sir Martin Sorrell spoke about the importance of leveraging first-party data, saying WPP <a target=_blank href="http://www.thedrum.com/news/2017/01/06/sir-martin-sorrell-wpp-has-failed-when-first-party-data-not-integrated-and-leveraged" Read full story ›

Source: The Drum