I-COM Conference Blog

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Pictures, presentations and conclusions (from the Breakout Sessions) from past I-COM events can be found here on the I-COM Conference Blog. Navigate the content by clicking on the appropriate content category or conference day (on the left), use the Search box (upper right) or simply browse the content arranged in sequential order (bottom of each page). 

Note: Presentations from recent events are password protected. If you attended the event and require a password, kindly email us. Comments on the blog are welcome.

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I-COM Global Summit: Breakout Session - Measurement Mashups: Cross-Channel and Cross-Discipline Insights

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Measurement Mashups: Cross-Channel and Cross-Discipline Insights are:

• Standards around data definitions for Social Media Analysis should allow comparison
• Open Source data availability on demand to store for control & QA
• Service / Product boundaries must be flexible but must be robust

I-COM Global Summit: Breakout Session - Engagement Revisited

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Engagement Revisited are:

1) Engagement -> Experience (GRP)

2) Passive vs. Active Exposure -> Engagement

3) Media have attributes that permit different kinds of Engagement - need empirical data / test hypothesis / functional relationships

I-COM Global Summit: Breakout Session - The Evolution of Site Centric Measurement

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - The Evolution of Site Centric Measurement are:

• Site Centric Measurement will never die / No Online Audience Measurement without Site Centric
• There is a need for independent auditing of results
• Effective, positive communication, Improving system

I-COM Ibero-American Summit: Town Hall Meeting on Future Expectations & Goals for Ibero-America

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group. I-COM Ibero-American Summit decided to modify the planned Town Hall Meeting to have more of a Breakout Session design canme up with the following Main Takeaways for I-COM Ibero-American Summit.

We have learned and given huge steps with the Global  I-Com Summit. We have seen and heard many topics from around the world and it is clear that in Ibero America have a reality which is different to the rest of the world.  We are behind the curve, in some cases 2 to 5 years, therefore we now have to overcome the curve faster, we are in a good path, we have noticed it, we now have to act in order to elevate the standards and keep advancing to a better digital future in our region.

Therefore we have to keep with cooperating, the conversation and collaboration and focus in the key and most important topics

1. The first one is Education for all; we have to spread the word to advertisers, agencies and publisher.  Why digital is important and close the gap from reality.                                           -   - Define what to educate on: Digital media in general, Social media, Search, Tools, Among others
2. Standardization and formalization of digital measurement: Define norms, benchmarks, audit and certification of methodologies. Starting with Adserving in LATAM
3. Clarity & transparency among all vendors: comScore & Netratings are key, Define their plans & “real” pricing, Public places online access (Internet cafés, universities, etc), Understand Hybrid measurements
4. Have more transparent publishers

We think the solution is to create and formalize regional consensus to be able to connect with Global initiatives as well as help solve important local issues based on learning’s of other countries.  Therefore an IAB LATAM might make sense and the creation of local tripartite committees which should include advertisers, agencies and publishers and all work together.

We´ll be in touch!

Feliz regreso.

Memo

I-COM Global Summit Keynote: Jacques Bughin, Mckinsey (bonus track)

Dr. Jacques Bughin, Worldwide Media Practice Leader, McKinsey, Belgium was supposed to close the I-COM Global Summit with a keynote titled "The Future of digital measurement". Due to unforeseen personal circumstances, he was unfortunately unable to attend. However, we have agreed to make his presentation available for download here.  Download Presentation

I-COM Global Summit: Measurement Mashups: Cross-Channel and Cross, Discipline Insights - John Donahue, OmnicomMediaGroup

John Donahue, Global Director of Business Intelligence, OmnicomMediaGroup, USA was a speaker in Measurement Mashups: Cross-Channel and Cross, Discipline Insights. Download Presentation

I-COM Global Summit: Measurement Mashups: Cross-Channel and Cross, Discipline Insights - Yaakov Kimelfeld, MediaVest

Yaakov Kimelfeld, SVP, Digital Research and Analytics, MediaVest, USA was a speaker in Measurement Mashups: Cross-Channel and Cross, Discipline Insights. Download Presentation