Unilever, WhiteOps, Wunderman, OgilvyOne,

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Cohen wanted to highlight the evolution that has taken place in the data sector , saying that "when I-COM began, data science was still a minority issue, it was not a critical element. In 2012, that began to change, going from being a mysterious and unknown area to being the focus of attention for company executives, and 2017 is the year of change," he says.

And one of these changes is the growing importance of data in companies' strategies, becoming one of the main focuses of attention for any market at a global level, a true "key competitive advantage especially for the most advanced markets."

The new edition of I-COM will host some of the main topics such as visibility, reach, CPM pricing, targeting, transparency, visibility and all that is “driven by data science”.

It will feature the participation of high-level speakers such as Gema Reig, CMO of AXA, a company, according to Cohen, "that is advanced in this field, they are highly innovative leaders and morocco phone data really interesting for the Spanish public."

But other major companies from a wide range of fields and countries will also be present at the event. Turner Broadcasting, Dentsu Aegis Network, Kantar Media, T-Mobile, Mediabrands Insights, Xaxis and P&G are some of the companies that will not miss the event.

“In addition, data offers targeting opportunities even in linear TV. If you look at companies like Twitter or Viacom, they all have data-driven targeting strategies,” Cohen explains.

But he also highlights the role of data science in the world of agencies , saying that "if they do not have an offer based on taking advantage of the competitive advantages that data provides, they are dead."

All of these factors were not taken into account a few years ago and, although early adopters were already beginning to excel in their use of data, it has not been until now that we have seen the true potential of data.

"This is also the year of artificial intelligence, which will be present in data platforms, communication channels, chatbots, etc. But it will also be the year of data monetization, with more and more companies basing their business models on it," says the CEO.