Insights

In Africa's rapidly changing business environment, data-driven marketing is becoming essential for the growth of small and medium enterprises (SMEs). With limited resources and intense competition, African SMEs are recognizing the value of using data to streamline operations, enhance customer engagement, and ultimately expand their businesses. Here's why data-driven marketing...

Introduction In today’s highly competitive business environment, leveraging data has become crucial for success. In Africa, where businesses are navigating complex market dynamics, a data-driven marketing strategy can provide significant advantages. From understanding consumer behaviour to improving campaign efficiency, data can empower African businesses to make informed decisions. Understanding Data-Driven...

In today's fast-paced business landscape, African enterprises must improve performance to stay competitive. With the digital economy in Africa projected to reach $180 billion by 2025, leveraging data-driven insights is crucial for success. Here are seven vital marketing metrics that every African business should monitor to thrive in the current...

Imagine, for a moment, a small tailoring business in Lagos. Let’s call it Ayo’s Couture. For years, Ayo had run her shop the traditional way—word of mouth, a few loyal customers, and the occasional flier distributed in the local market. Business was steady but never quite booming, and she often...

In the fast-changing digital world of today, having access to data is crucial for successful marketing. However, African businesses have frequently encountered challenges in obtaining targeted and actionable data insights that are customized for their specific markets. Marketing Analytics Africa (MAA) addresses this gap by providing customized, localized data insights...