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.
According to a statement, the experts made this call at the 2025 Africa Marketing Technology & E-commerce Conference. The conference was recently held in Lagos, themed ‘Marketing in the New Economy – Data Driven Success in Challenging Times’.
The Managing Director/Chief Executive Officer of Open Square Limited, Feyi Olubodun, warned that neglecting data in marketing was akin to shooting in the dark.
“Data cannot be undermined in marketing because without data, one is shooting in the dark,” Olubodun said while speaking on the topic ‘Driving Growth: How Your Brand Can Create a Great Customer Experience.’ “It helps understand consumer preferences, and it aids marketing activities, which ultimately aim to satisfy consumers.”
Corroborating his position, Business Unit Director at MediaReach OMD, Emmanuel Adediran, described data as the foundation of modern marketing success, 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,” Adediran said.
On the role of technology in contemporary marketing, the Chief Executive Officer of Optimus AI Labs, Lanre Basamta, urged practitioners to embrace artificial intelligence.
“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 marketinMarketers must embrace data for growth – ExpertsMarketers must embrace data for growth – Expertsg campaign and drive sales optimally,” Basamta said.
He 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 urged brand managers to prioritise research-backed insights instead of relying on popular trends or social observation.
“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,” he said, warning that while such practices may seem effective in the short term, they fail to establish long-term brand identity or customer loyalty.
The co-founder and Chief Executive Officer of Marketing Analytics Africa, Victor Ojeakhena, who convened the AMTEC conference, described the event 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,” he said.
Ojeakhena noted that the 2025 edition featured a robust lineup of professionals, including the Chief Marketing Officer at Sterling Bank Plc, Maurice Igugu; Head of Marketing at Colgate, Tomisin Adetola; Head of Sponsorship and Events at First Bank, Chinwe Bode-Akinwande; and Country Manager at Zoho Corporation Nigeria, Kehinde Ogundare.
