For brands and marketing communications experts to be able to achieve the desired result in whatever channel they deploy to reach their target audience, without accurate data, the efforts will end in futility. This is according to the Founder and Chief Executive Officer of DigiCulture, a technology consulting firm.
Ochonogor made the statement during a panel discussion at this year’s Brands and Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN) in commemoration of her 10th anniversary on November 25, 2022, at Oriental Hotel, Lekki, Lagos.
According to him, the problem is not a lack of data, but keeping the available data in an updated form to serve its relevance when in use.
Using influencer marketing as a case study, he said: “I have worked with a lot of people and start-ups and to a great extent I can say that marketing to the consumers through influencers also boils down to the use of data.
“For me, irrespective of how much budget you have given to that celebrity to market your product, once the desired returns are not achieved, it becomes a wasted effort because ultimately, every business aims to make a profit.
“And to mitigate this, the brand owners will have to go back to the numbers to reconcile what they have spent to what is realised. It is not because the influencer did not do the job, it boils down to you not having appropriate data on who you are targeting or what you are targeting.
“Do we have the right algorithm to put the data at our disposal to good use? How often do we update the records? There are instances where data of people who have died are still in the system and somebody is marketing them. People who have died for a long time; how much value can one get from there? I believe that if we can get the right algorithm to narrow things like this down and ensure we have clean and updated data. To make the data usable, we will get the right result.
“Lagos State started something a few years ago with LASRA, excellent, now how much have they updated that record to capture people who have moved out of the state? Some have died and some have new kids, Is all this information inputted into the existing records? I think milking that data together will give us the expected result,” Nelson affirmed.
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