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.
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