Marketers Must Embrace Data for Growth – Experts

Marketing experts have emphasized the critical role of data in driving business growth, urging Nigerian marketers to shift from intuition-based strategies to data-driven decision-making. This call came during a recent marketing and innovation forum held in Lagos, where industry leaders gathered to discuss trends shaping the future of the profession.

Speakers at the event stressed that with the increasing complexity of consumer behavior and market dynamics, marketers who fail to integrate data into their strategies risk falling behind. The consensus was clear: data is no longer optional—it is a foundational tool for effective marketing in the digital age.

According to Tunde Akinyemi, a digital marketing strategist and keynote speaker at the forum, data allows marketers to understand their audience more deeply, tailor content more precisely, and optimize campaign performance in real-time. “Gone are the days when marketers relied solely on guesswork and gut feelings. Today’s marketing decisions must be guided by analytics, performance metrics, and consumer insights,” he said.

He noted that platforms such as Google Analytics, social media dashboards, and customer relationship management (CRM) tools offer rich data that can inform everything from content creation to budget allocation. With the right tools, marketers can track customer journeys, predict trends, and personalize experiences, resulting in higher engagement and better returns on investment.

Chinyere Okonkwo, head of marketing at a fintech startup, echoed similar views, pointing out that many small and medium-sized businesses still underutilize available data. “Even basic metrics like click-through rates, conversion rates, and bounce rates can reveal a lot about what’s working and what’s not. Unfortunately, too many businesses ignore these numbers and keep running ineffective campaigns,” she said.

She added that data literacy should become a core skill for marketing teams, with companies investing in training and technology to keep up with competitors who are leveraging AI and machine learning for advanced insights. “The brands leading the market are those using data to adapt quickly, test new ideas, and make decisions grounded in evidence—not assumptions.”

Panelists also discussed the challenge of data privacy and the need for marketers to balance personalization with consumer trust. With increasing awareness about data protection, consumers are more cautious about how their information is used. Experts advised that transparency, clear opt-in processes, and secure data handling should be prioritized to maintain credibility and loyalty.

Beyond customer acquisition, data is also vital for retention. Uche Adewale, a brand consultant, highlighted how retention strategies like email segmentation, loyalty programs, and churn prediction models all rely heavily on user data. “Growth doesn’t only come from getting new customers. It also comes from keeping the ones you already have happy and engaged. Data helps you do that efficiently.”

The forum concluded with a call to action for marketers across sectors to rethink their approach to strategy, creativity, and execution. Attendees were encouraged to invest in upskilling, adopt data-driven tools, and foster a culture of experimentation and agility.

 

In a rapidly evolving marketplace, where customer expectations are high and competition is fierce, data has become a powerful ally. The experts agreed that embracing it isn’t just a recommendation—it’s a necessity for sustainable growth.