Mobile is a hot topic here at the 5th I-Com Global Summit in Seville, Spain, where brands and agencies are trying to move forward an industry bogged down by buckets of data.
There's a healthy contingent of Asia-based players in attendance at this Big Data-themed confab, sharing their knowledge from a continent that has historically been out in front of the West when it comes to mobile marketing.
Barry Adams, a gm in the region for data giant Experian's Marketing Services division, knows the scene extremely well. So we asked him to answer three burning questions about the larger mobile space in 15 seconds or less.
Is mobile data more useful to marketers than desktop data?
Is mobile data appropriately valued?
What are your brand clients' biggest concerns about mobile?