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Stakeholders urge marketers to adopt data-driven

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By Merit Ibe

Stakeholders in the digital marketing and integrated marketing communications have urged marketers to adopt a data-drive approach in marketing and sales activities for optimum result. This call was made during the 2025 Africa Marketing Technology and E-commerce Conference (AMTEC), themed: ‘Marketing in the New Economy – Data Driven Success in Challenging Times’, held in Lagos.

Managing Director/Chief Executive Officer, Open Square Limited, Feyi Olubodun, who spoke on the topic: ‘Driving Growth: How Your Brand Can Create a Great Customer Experience,’ explained: “Data cannot be undermined in marketing because without data, one is shooting in the dark. It helps understand consumer’s preferences and it aids marketing activities, which ultimately aim to satisfy consumers.

“Brand managers must begin to look at insights which are backed by research rather than social observations that make every brand in the market sound the same in terms of messaging.”  The Business Unit Director, MediaReach OMD, Emmanuel Adediran, described data as a cardinal point for marketing. To create a successful campaign, according to him, a marketer must analyse data and the data would point to where consumers are and what they need. The Chief Executive Officer, Optimus AI Labs, Lanre Basamta, urged practitioners to embrace the use of Artificial Intelligence (AI) in marketing. He added that practitioners could not run away from AI, though human beings still need to do a lot of thinking. The application of AI, he noted, would create a successful marketing campaign and drive sales optimally.

The Co-Founder/CEO of Marketing Analytics Africa, who is the convener of AMTEC, Victor Ojeakhena, stated that AMTEC is an annual marketing event that has brought together thought leaders, executives, marketing innovators, and data strategists from across Africa.



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