I-COM Summit Experience
2023 One-Pagers
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AI & ML | Attention | Attribution/MMM | B2B Data & Analytics | Behavioural Science | Building 1st Party Data | Content Marketing | Data-Driven Organization | Data Ethics | Data Collaboration | Data Storytelling | Data Science | Data Quality | ID Resolution | Incrementality | Programmatic | Purpose | Retail Media | Social Media | Sustainability | Total Video
AI & ML
AI Content Development
Roundtable Takeaways
1. Early in maturity - especially the debate about ownership of content.
2. The technology is making us faster but there are questions about whether it's making us better.
3. Brands are in a very careful testing period - but the rollout is coming.
Roundtable Chairs
AI Transforming the Creative Process
Roundtable Takeaways
1. AI in the creative process is entrusting brands to test and refine at scale to maximize ROI, especially in digital which has been under-measured vs. TV creatives.
2. It is currently being used to ensure compliance but the bigger opportunity is with predicting brand & sales outcomes.
3. The future looks rosy as models improve & generative AI helps to better shape creatives BUT AI/Data ownership is a new worry/hurdle that needs to be addressed.
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AI in the Mar Tech and Ad Tech World: Where They Intersect to Add Value to Your Organization.
Roundtable Takeaways
1. There is an opportunity to build an ecosystem of tools/services powered by different AI systems to orchestrate different channels. New AI algorithms/models would be injected as the new mobile arise.
2. Need for organizations to set up proper governance integrated with legacy systems and In-House expertise.
3. Best way to predict the future is to create it. think Big, start small approach.
Roundtable Chairs
Automating Creative Insights, Optimizations, and Workflows with Creative Intelligence
Roundtable Takeaways
1. Creative agencies more than media agencies might be more resistant to a technology like this.
2. Localization of insights. When working implementing creative intelligence for multi national companies we need to ensure that the insights generated by CI are localized to specific geographies.
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Generating Automated Ideas at Scale
Roundtable Takeaways
1. Long term goal to automate the process even further and make this smoother.
2. How to measure success and ROI is important.
3. Using algorithms to break into markets and capture shelf space.
Roundtable Chair
Geo-Tracking Consumer Trends at Speed and Scale
Roundtable Takeaways
1. Trends can be difficult to operationalise in a big organisation even if great ideas are already identified.
2. Distribution can be a big player in trends realisation too.
3. Google Ads data is less affordable to some smaller companies as a key data source of this capability.
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How Will the Rise of AI Impact Today's Marketing Organisation?
Roundtable Takeaways
1. Skeptical about AI within the content production life cycle, probably around governance, and legal copy. Worried about the loss of control around brand governance.
2. Leveraging virtual influencers is not currently viable due to various issues around compliance, legality, and governance. Personalised virtual assistants could be a better option to address and influence purchasing habits of consumers.
3. AI to predict consumer habits in the future is useful in the short term, but unruled in the long term due to unforeseen events that will impact and influence habits.
Roundtable Chairs
Is AI Technology an Answer to the Data-Democratization Challenge?
Roundtable Takeaways
1. You need to know what are you looking for, having a good vision is important. Business goals should be clear before you start looking into the data.
2. Having the data not centered is quite common for a lot of companies - no matter what size and industry. There is a lot to do in this field.
3. AI may play a significant role in the transition process from the business challenge to finding the proper insights into data.
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Personalization at Scale: Taking your CRM Strategy to the Next Level
Roundtable Takeaways
1. Drive personalization using AI and advanced Machine learning models.
2. Taking the customer experience to another level with a Customer Data Platform and Data enrichment opportunities (Data partnerships).
3. Connecting more data sources (web, app, connected card, financial services) for a unified customer profile and scaling the project.
Roundtable Chairs
Personalized or Private: What Do Modern Consumers Really Want and How Do you Deliver It to Them?
Roundtable Takeaways
1. There are many categories of data, the type matters when discussing privacy, be specific.
2. Think of personalization through the lens of "relationship management' (eg: small town local bakery and how they treat you).
3. Get diverse points of view outside of your organization.
Roundtable Chairs
Voltaren Global Creative Optimization with Visual Asset Analysis (VAA)
Roundtable Takeaways
1. Taxonomy is a critical enable to ensure stitching of data.
2. Creative analysis needs to be on long and short term metrics - some tools will be more suited to different measurements.
3. How can tools such as this help understand asset adoption. Also how much of it is classic is generative AI.
Roundtable Chairs
Using AI to understand Why Ads Work (or not)
Roundtable Takeaways
1. Definitions of what advertising effectiveness is, is the main challenge.
2. Emotions are under used/misused in advertising.
3. At the end of the day we need to track back to sales.
Roundtable Chairs
Leveraging Attention Metrics to nve Performance
Roundtable Takeaways
1. Some attention measurement is really just viewability + or “viewability on steroids” (as Simon said – in terms of what the vendors are actually measuring).
2. Standards are needed for comparisons (between vendors) and to establish baselines.
3. Placement + media can drive attention; creative impact can be measured separately
Roundtable Chairs
ATTENTION MMM
Attribution and the Marketing Mix Model
Roundtable Takeaways
1. AI can drive efficiencies on the backends of MMM (data + reporting) but not replace the human making the models.
2. Use experiments to drive in to MMM results that look odd and design them with measurement via updated MMM.
3. Most MMM's don't deal with endogeneity properly and only look at one path to purchase.
Roundtable Chairs
Can Social Media Campaigns Drive a Brand’s Growth in an Omnichannel World?
Roundtable Takeaways
1. Social media (META) has a key role in the omni-journey helping to drive new buyers and increase spend from loyalists.
2. Brands need to synergise their brand & commerce campaigns to drive the optimal ROI.
3. Meta is connecting the on & offline worlds via retailer partnerships, conversion APIs and AI to help brands to optimise their omni sales.
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Digital Attribution in a Unified Measurement Framework
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Discover the Secrets to Successful Marketing Mix Modeling
Roundtable Takeaways
1. MMM in-housing is not a one-size-fits-all solution.
2. MMM in-housing can be tailored to cover all or specific parts of the MMM workflow, depending on the brand's capabilities and requirements.
3. It is crucial to obtain C-level buy-in before initiating the in-housing process.
Roundtable Chairs
Measurement in the Omni-Channel Era
Roundtable Takeaways
1. Requires leadership-> drive agenda from Global relentless education to C-Suite local on the details (they may not be immediately interested in the details but it’s necessary, create the space for learning about measurement).
2. Strategy is deciding what NOT to do -> minimize/diminish brand lift scores & eliminate local ways of measurement.
3. Realizing effects of true and meaningful impact takes time - 3 years.
Roundtable Chairs
Taking OOH to the Next Level
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The Future of Media Mix Attribution and Optimisation
Roundtable Takeaways
1. Frequency of how often to do MMM is important to get right.
2. Education of the business about what MMMs.
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The Rise of Retail Media Networks and Disappearing Data
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Using Data to Drive the Business
Roundtable Takeaways
1. Use of zero-party data to Power MTA.
2. The role of creating experiences that generate data.
3. The importance of design testing to build attribution systems personalization.
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B2B Data In The New Identity Landscape
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BEHAVIOURAL SCIENCE
Data vs. Free Will
Roundtable Takeaways
1. Identify patterns of behaviour from consumer data to enable not only better activation but to build larger scale behavioral patterns to support the full brand journey.
2. What ethical concerns shall we be aware of while building behavioural tools?
3. Capture people at moments of relevance by combining small data to form behavioural structures.
Roundtable Chairs
Deciphering Motivations from Behavioral Data
Roundtable Takeaways
1. There is a big opportunity to connect the dots between big data + small data and add in more “why”s to the “what”.
2. Real experiments using connections between big and small data have driven ROI/Brand impact, in the first efforts to measure it, we have seen small data driving strategy and big data driving execution and measurement.
3. The opportunity extends to more effective portfolio management + competitive separation because of the scale for activation of big data, right now, we do see a lot of disfunction across many portfolios where brand targets are created using attitudinal segments and are not well translated into either mass or addressable media effectively. This methodology of connecting them provides significant opportunity to optimize distinction in execution across the portfolio.
Roundtable Chairs
The Power of AI and NLP: From Quelling Protests to Reshaping Marketing Outcomes by Decoding Customer Behaviour
Roundtable Takeaways
1. How do we ensure that this type of work is used for betterment?
2. How do yous cale this methodology? (3 other use cases)
3. How do you balance data privacy of the needs of consumers/communities?
Roundtable Chair
How Kellogg’s Embraced 1st Party Data to Innovate the Breakfast Table
Roundtable Takeaways
1. Data has an important role across commercials.
2. Loyalty programs can be a good way to acquire consumer data but it does not address acquisition of growth audiences.
3. Operating model around hub and space seems to be a common approach, rotational talent opportunities help to create new learning tracks to feed the organization.
Roundtable Chairs
DATA DRIVEN-ORGANISATION
Digital Test, Learn and Scale that Drives Business Impact
Roundtable Takeaways
1. Communication: creating inclusive communities of people who have an appetite for experimentation and learning. Scaling learning can only be achieved by influencing people's behaviour.
2. Scaling testing programs require both top-down and bottom-up influencing, but really depends on the context of the type of test/experiment. If a large volume of proof points is executed with a consistent design is required, then a top-down approach is likely to be required to ensure the necessary guidelines are implemented.
3. Customization -> be prepared to adapt your global hypothesis for a range of market capabilities and resources.
Roundtable Chairs
How Pernod Ricard has Democratized Insights with Confidence
Roundtable Takeaways
1. Democratization of insights is a lot about customization + change management.
2. Automation, standardization, and training are critical.
3. Making the new approach part of the consideration among top management.
Roundtable Chairs
What Is Holding Us Back from Building the Modern Marketing Data Stack?
Roundtable Takeaways
1. Top Management buy-in is mandatory - Technology & Data Culture needs to go hand in hand across all business stakeholders.
2. The foundation of data ownership is data quality on both 1st and 3rd party Data.
3. Breaking down silos and create a single source of truth is key for telling a data driven story and creating meaningful outcome.
Roundtable Chairs
Building Brands at the Board Level
Roundtable Takeaways
1. Marketing is a strategic investment the delves both short and long term value, but ...
2. Alignment on that value across the C-Suite and the board is a challenge that requires focus on the right metrics and a common language.
3. An effective combination of analytic technologies (MMM, MTA, experimentation) can provide the confidence to drive alignment.
Roundtable Chairs
Marketing Analytics in a Connected Commerce World
Roundtable Takeaways
1. Connected commerce: shopper needs a similar measurement solution to MMM.
2. RMN data availability will continue to be an issue and will require a mass data approach.
3. Commerce media measurement needs to be incorporate media & merchandising value.
Roundtable Chairs
Navigating Organisational Hype and Change Dynamics to Generate Value with Data
Discussion centred around: For consumer goods companies, with massive reach, talent, and data assets, there is an obvious opportunity to connect the dots across the route to market to unlock continued growth. Yet, in reality, big organizations face multiple challenges in driving change to realize the potential of these data opportunities.
What really matters in the change journey? What are the conditions for success?
1. Clarity: Clear leadership focus; prioritized business cases for using data to generate value
2. People, systems & programs: Enabled people and operating model to deliver and evolve (time, flex, sponsorship)
3. Pragmatic risk-taking: Air cover to experiment with relevant stage gates
Roundtable Chairs
Discovering Connected Data Strategies for Better Insights
Roundtable Takeaways
1. Audit and utilise the data you have first.
2. Renaissance of small data. (eg: ethnography, etc.)
3. Validate behavioural data as declared intent is usually different.
Roundtable Chairs
The Customer Focused, Data Driven Organisation
Roundtable Takeaways
1. Most of the obstacles to a customer focused data driven vision are the operational barriers and silos.
2. Democratisation can have unintended consequences and needs to be managed with a product-focused approach.
3. Generational change will mean more data literate leadership in the organisation.
Roundtable Chairs
Level Up! Enhancing your Campaigns with In-Game Advertising
Roundtable Takeaways
1. Difference between platforms (console, mobile desktop).
2. Average ESM's - how it ranges across platforms and game experience.
3. Tastefulness of placement & experience.
Roundtable Chair
DATA ETHICS
Leaders or Followers? What is Our Industry's Role in Data Privacy and Transparency?
Roundtable Takeaways
1. Certification required, not an option.
2. Companies should put a stake in the ground.
3. Transparency - help buyers/consumers identify what they are doing.
Roundtable Chairs
Acing the Emerging Data Protection: Research Guidelines
Roundtable Takeaways
1. Vendor evaluation, particularly on their security measures is key.
2. Understand the research exceptions that are built in or are about to be introduced in privacy laws.
3. Work closely & have an amicable relationship with your privacy and legal departments.
Roundtable Chairs
The Impact of ESG on Brand Perception
Roundtable Takeaways
1. ESG is no longer a nice to have, but a true driver of choice for consumers and brand growth. But watch out, consumers won’t be fooled by meaningless intentions with no action. Be authentic with your brand driving ESG pillars and deliver against it.
2. Everyone in a business needs to get behind ESG. It’s top down, bottom up and side to side. Once it is in the DNA of your business it becomes powerfully potent and fuels growth.
3. Tracking how brands deliver against different ESG initiatives is critical. It requires multiple datasets to understand consumer awareness, intention and action. Digital data allows us to enrich survey and performance data to really understand how brands are shifting the ESG needle.
Roundtable Chairs
DATA SCIENCE
Virtual IDs and Synthetic Populations: Beyond Campaign Measurement?
Roundtable Takeaways
1. Synthetic is growing topic @ i-COM. People want deeper & details on methodology and new uses.
2. They want to test and try in their own countries.
3. Association work is helping drive development.
Roundtable Chairs
Optimizing Customer Experience With Decision Intelligence
Roundtable Takeaways
1. There is interest in the topic but it's early stages and lack of understanding.
2. There is a small but enthusiastic number of companies addressing the topic, they recognise in the early innovation stage.
3. To move to the next stage we need to start categorizing the use cases where this could be applicable.
Roundtable Chairs
DATA STORYTELLING
Fueling Data-Driven Life Centric Experiences
Roundtable Takeaways
1. Start with the operational. Brilliant basics.
2. Don't just focus on the bookends of brilliant basics & vision. Don't negate the "messy middle" .
3. Life centricity means being in the moment -> using it to impact LTV.
Roundtable Chairs
Predictable Product Innovation
Roundtable Takeaways
1. Consistency - creating a process that allows for tracing ad efficiency.
2. Context - the importance of testing innovations vs. in-market offerings.
3. Change measurement - the challenge of driving behavioural change through an organization, especially a larger organization.
Roundtable Chairs
DATA QUALITY
Naming Convention and ID Ecosystem, a Critical Foundation for Analytics
Roundtable Takeaways
1. Right technology is important but the right operating model within the business and across agencies is fundamental.
2. Master data management is fundamental to managing the complexities of cross-channel data analysis.
3. Naming conventions and data quality are not about telling people what to do but rather about enabling people to curate data to make better investment decisions.
Roundtable Chairs
ID RESOLUTION
Time to (Seriously) Think About Household
Roundtable Takeaways
1. It's complicated and messy, and often ignored when it comes to media targeting. However, it is extremely important and the mismatch can be costly.
2. There's no standard definition for households across brands or practitioners, only incomplete assumptions.
3. While the definition of households may vary from brand to brand, vertical to vertical, we can start by asking the right questions and be consistent throughout the entire marketing process from planning, audience creation, activation to measurement, and beyond.
Roundtable Chairs
Accelerating Consumer Audience Insight, Creation & Execution
Roundtable Takeaways
1. Challenges on scaling 1st Party Data usage in multi-market multi-brand businesses.
2. Proliferation of channels, tech partners (clean rooms) are a growing challenge in the execution of audiences.
3. We need to enable the best practice sharing across small & big markets.
Roundtable Chairs
Cutting Through the Cookie with Anonymised Data
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INCREMENTALITY
Elevating Marketing Effectiveness: Lessons And Path To Action From A Global Finance Leader
Roundtable Takeaways
1. Organizations must monetize measurement and merchandise its impact vs. talking about it as a sunk cost.
2. Rebrand marketing measurement teams to "optimization + learning" + position a revenue driver.
3. Bring together finance + measurement methodologies so there is transparency of methods and wide knowledge of metrics used (consistently) to make decisions.
Roundtable Chairs
Seeking for Real Incrementality
Roundtable Chairs
Unlocking Unfulfilled Growth Potential through Incrementality Experiments
Roundtable Takeaways
1. You need a scalable and standardized WOW across the market.
2. Clear testing strategy balancing business opportunity and time consumption. Don't disregard the quick wins.
3. Multiple test groups can help minimize business impact.
Roundtable Chair
PROGRAMMATIC
Accurate Targeting and Media Effectiveness in a Cookieless Programmatic Environment
Roundtable Takeaways
1. Targeting and buyer persona creation is executed mainly complying w/ primary regulations, but the responsibility to comply with it has been left to the DSPs, this is changing as we approach 3rd Party Cookie depreciation in Chrome.
2. Targeting to activation is being executed by means of - identity resolution, - 2nd party data partnerships, -1 to 1 matching, and probabilistic models. All of this implies higher campaign management costs and difficulty to scale budgets.
3. Measurement is limited without cookies (3rd Party). Clean audience matching and probabilistic conversion attribution are solutions being used today.
Roundtable Chairs
PURPOSE
How Purpose-Led Marketing Drives Results
1. Movement Thinking: The roundtable session focused on the strategic framework of Movement Thinking, which aims to connect with the audience by addressing their concerns and values. Attendees learned how to apply this framework to their own organizations, enabling them to drive positive change and differentiate themselves from competitors.
2. Addressing societal issues: The session highlighted the "Doesn't Kill to Ask" campaign within Northwell Health's Raise Health Movement, which aimed to tackle the stigma associated with protecting families against gun violence. This emphasized the importance of leveraging original research to understand audience pain points and taking a stand against societal ills.
3. Impact of purpose-driven branding: Attendees gained insights into the power of aligning a brand with purpose. By doing so, organizations can drive positive societal change, increase consumer awareness and engagement, enhance overall brand perception, and even boost employee engagement and retention. The session emphasized the potential of purpose-driven branding to create a significant impact.
Roundtable Chairs
Can Breakdowns in Trust, Break Your Brand?
Roundtable Takeaways
1. Know your audience preferences, expectations & drivers.
2. Transparency.
3. Establish brand tracking & KPIs that can be dependably tracked.
Roundtable Chair
Can a Focus on Purpose Drive Meaningful Business Outcomes?
Roundtable Takeaways
1. Be authentic, there's no point otherwise. (Also transparent)
2. Be consistent, otherwise nothing will change.
3. Measurement: can we answer through a combination of qualitative & quantitative.
Roundtable Chair
Unlocking the Power of Retail Customer Data
Roundtable Takeaways
1. Brands are looking forward to more retailers launching their retail media network and joining these kinds of events to share their perspectives.
2. Self-service versus managed service: Although managed service is already a good first step, self-service brings the value of granular insights & analytics & can deliver more synergies & economies of scale in each place towards increased ROI.
3. When complementing campaigns with off-site activities the key is to leverage retailer data for closing the loop and understand the impact of the different touchpoints.
Roundtable Chairs
The Third Wave of Advertising
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SOCIAL MEDIA
Future of Commerce is Social
Roundtable Takeaways
1. Social is becoming a new social channel - hooking people into a new buying channel.
2. Building trust in seller and payment is critical - things like brand verification will help and proving performance (incrementality) is needed.
3. Augmented reality (AR) is moving from entertainment to utility.
Roundtable Chairs
SUSTAINABILITY
Impact of AI on a Sustainable World
Roundtable Takeaways
1. Evolution of Tech/Data/AI requires more responsibility + education for everyone.
2. New creation will result if we use the AI properly - we can move society forward but... requires global cooperation because of potential fragmentation impacts to nations, govts. etc.
3. The ESG impacts need to be addressed including: carbon footprint, mineral requirement + energy needed for AI/TECH.
Roundtable Chair
Going Beyond the Liberal Middle - Strategies to Identify, Understand and Serve Communities that go Beyond the Mass
Roundtable Takeaways
1. The need to recognise our own unconscious bias of the liberal middle when trying to fully understand consumers on the extreme edges but also those who under-represented groups eg people with disabilities.
2. Challenge on reaching specific communities due to brand safety, cost or ability to target.
3. Is there a need to educate senior leaders in the underrepresented communities their companies serve and take ownership to make our organisations more equitable and representative?
Roundtable Chairs
Re-engineering Responsible Marketing: From greenwashing to impact
Roundtable Takeaways
1. The lack of coherent conversation around measuring responsible marketing is reflected in the lack of agreement and definition.
2. Focus on questions that are not answerable right now is a barrier to acting on what is possible right now?
3. There is a keen interest in the breadth + need for the conversation but the lack of a standard framework prevents that goodwill from being harnessed.
Roundtable Chairs
Sustainable Behaviours, the Gap Between What We Say and What We Do
Roundtable Takeaways
1. (The way that) Social norms + education + innaction regulation (influence our behaviours) The price of doing right Regulatory incentive (eg: Carbon Price in Europe)
2. We can only have small impact - but with data we can be much bigger.
3. Influence govt, retailers, and brands.
4. Individual vs. collective responsibility. As individuals we can only have small impacts | Vas individuals we can only have small impact | as individuals we can only have small impact.
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Accelerating Media Decarbonization from a Measurement Perspective: Best Practices and Challenges
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Driving Behaviour Change for Saving Water and Other Sustainable Behaviours
Roundtable Takeaways
1. Importance of social networks + peer pressure.
2. Stretching into adjacent behaviors: (eg: water, shower, dishes, plants, etc.).
3. Avoid cognitive load - make it easy + automated if possible.
Roundtable Chair
Data for Good
Roundtable Takeaways
1. It's clear that everyone who attended agrees with Data for Good initiatives & wants to drive this with their organisation.
2. Different organisations are at different stages of the journey of how to make this happen within their org.
3. Key question should this initiative stay intentionally at a community or if it should go hider in the industry.
Roundtable Chairs
