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Terragon Insights 2021: Data-Driven Marketing in Africa
Consider these few findings from a survey we ran among C-Level and Senior Managers in Brands (FMCG, Financial Institutions, eCommerce, Retail etc) and Agencies in Africa, to assess the current state of their Data-driven marketing efforts:

- Only 29% of respondents collect customer data from “Websites & Blog” - why are 71% not taking advantage of these assets to collect useful first-party data?

- A whopping 57% of Brands want to know “What are my customers’ current needs and pain points”. This is a question technology can help solve, by simply tracking the right data sets and behavioural data, if the relevant solutions are adopted.

- More than 60% of Brands have CRM platforms as part of their marketing tech assets. How much more value can they extract from this asset, to improve their marketing efforts?

- 15% of respondents still have their IT/Engineering Managers make MarTech purchase decisions. What possible risks do these respondents face in terms of company-wide adoption and realization of benefits?

Join us as we discuss these and more insights from our Data-Driven Marketing report at our upcoming virtual roundtable discussion.

Dec 1, 2021 11:00 AM in West Central Africa

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Kristen Kelly
Industry Expert @Terragon
Kristen is a senior American marketing executive who has over 16 years of experience working in global leading companies in the media sector. She is highly skilled and experienced in data-driven marketing, digital media, mobile, cross-device demand service platforms and data marketing platforms, social and programmatic, account and team design and general business development and global product roll-out. Kristen holds a dual MBA from Columbia University and London Business School.
Susan Makau
Co-Founder and Managing Director @International School of Advertising (ISA Africa)
Susan is a seasoned professional in Marketing and Advertising with proven unquestionable commitment to continuous improvement in the marketing communications industry. She has over 20 years’ experience in building local, regional and global brands, cutting across service, B2B, FMCG, NGO and parastatal sectors; having worked in leadership positions in Scangroup, Ogilvy and TBWA Kenya. She is currently the Kenya representative in the education council of the International Advertising Association and the vice chair, Talent Development in the Association of Practitioners in Advertising. She is a co-founder of the International School of Advertising which transitions graduates and early stage employees into careers in Marketing and Brand communications while upskilling those in practice.
Oti Ukubeyinje
VP, Product Marketing and Growth @Terragon
Oti is a vastly experienced digital marketing professional with over 10 years experience working across various sides of the digital marketing and advertising industry. He started his digital career in the UK back in 2011 working in advertising operations for notable companies like Kontera Technologies (now Amobee), Bauer Media UK, and Glorious Games. With a strong bias for performance, measurable and ROI driven marketing, Oti is currently the VP, Product Marketing and Growth at Terragon Group. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions, and the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria.