WeWe attended Macquarie’s annual conference this week and saw many companies present. One of the key themes that came out of the event was the growing importance of data. Data is becoming a key currency in the digital world, and data conscious companies are seeing greater opportunities in their business, both improving revenue and reducing costs. Data becomes an asset when companies that were previously unaware of, or unable to capture, data can utilise it fully. We heard oOh!Media (ASX:OML) speak of how their industry now being equipped with richer data. New methods of measuring the ‘opportunity’ and ‘likelihood’ to see outdoor advertising has given outdoor media companies a more rigorous way to explain the benefits to advertisers. OML is moving beyond this with a partnership with data analytics company Quantium as well as interactive outdoor media. In the full article, we discuss MYOB, SAI Global, OzForex, iSentia, Cover-More, Myer, RCR Tomlinson and Nine Entertainment. (VIEW LINK)