Its also good to join the telegram chats or slack channels - you can get a real sense of the project through that.
Marketing is key but also its important that they are not dumping all of their money into marketing and that there is a good project at hand as well.
I just joined an ICO project -
Here is there telegram for anyone who is interested
https://t.me/joinchat/FyQCyUR9IvlBlMwzvLMIwQThey are pretty forwarding thinking in the cannabis community - which is amazing
Good Luck on your ICO investments!