Marketers urged to prioritize data-driven strategies to enhance customer experience and drive sales

Keep up with the latest news and be part of our weekly giveaways and airtime sharing; follow our WhatsApp channel for more updates. Click to Follow us

Stakeholders in the digital and integrated marketing industry have called on marketing professionals to prioritise data-driven strategies to enhance customer experience and drive sales. This call was made at the 2025 Africa Marketing Technology & E-commerce Conference (AMTEC) held in Lagos, themed “Marketing in the New Economy: Data-Driven Success in Challenging Times.”

For further information, read more details here

According to Feyi Olubodun, Managing Director/CEO of Open Square Limited, “Data cannot be undermined in marketing because without data, one is shooting in the dark.” Olubodun emphasised that data helps understand consumer preferences and aids marketing activities that aim to satisfy consumers.

Emmanuel Adediran, Business Unit Director at MediaReach OMD, corroborated Olubodun’s position, stating, “To create a successful campaign, you must first of all analyse your data. The data will point to where consumers are and what they need. Therefore, marketing practitioners require adequate data to function optimally.”

On the role of technology in contemporary marketing, Lanre Basamta, CEO of Optimus AI Labs, urged practitioners to embrace artificial intelligence, saying, “We cannot run away from it. Yes, we still need humans to do a lot of thinking, but the application of AI will create a successful marketing campaign and drive sales optimally.”

Basamta added, “The world of marketing has advanced in a way that without the application of AI in your marketing plans, you are bound to fail. The industry is still developing, and we need the government to help inaugurate some of these infrastructures because they are capital-intensive.”

Olubodun also advised brand managers to prioritise research-backed insights instead of relying on popular trends or social observation. “Brand managers must begin to look at insights that are backed by research rather than social observations that make every brand in the market sound the same in terms of messaging,” he said, warning that such practices may seem effective in the short term but fail to establish long-term brand identity or customer loyalty.

The conference was convened by Victor Ojeakhena, co-founder and CEO of Marketing Analytics Africa, who described AMTEC as a hub for Africa’s top marketing minds. “AMTEC is an annual marketing event that has brought together thought leaders, executives, marketing innovators, and data strategists from across Africa to explore the latest trends, tools, and tactics in martech, e-commerce, data intelligence, and customer experience optimisation,” Ojeakhena said.

Please don’t forget to “Allow the notification” so you will be the first to get our gist when we publish it. 
Drop your comment in the section below, and don’t forget to share the post