‘Data mining key to marketing intelligence’

The organisers of the Industry Summit/Awards have said that this year’s edition of the event would focus on the effective usage of data for intelligence in marketing and the impact of government policy on fast-moving consumer goods.

In a statement, the organisers explained that this year’s edition themed “How Marketers Should Handle 2023” has been scheduled for March 31 at D’Podium Centre in Ikeja, Lagos.

The annual event, which is the initiative of The Industry Newspaper, would bring together professionals in marketing, communications, technology, banking, manufacturing, advertising, public relations, government agencies, students, among others with the aim of sharing ideas and networking.

A former Chairman of Zenith Bank Plc, Sir Steve Omojafor, would chair the session.

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According to the convener of the summit, Goddie Ofose, for the first time since 2020, the event would feature two keynote speakers — Regional Managing Director of Omnicom Media Group, Tolu Ogunkoya, who would speak on the topic “Turn Data to Action: How Marketers Can Rationalise Performance Measurement and Drive Efficiencies with Intelligence” and the Corporate Affairs and Sustainability Director at Coca-Cola Hellenic Bottling Company, Ekuma Eze, who would speak on “FMCG: Impact of Government Policy Shift on the Industry”.

Speaking on the rationale behind this year’s edition of the summit, Ofose said, “Data has become a critical element in planning marketing campaigns in the Nigerian marketing communication ecosystem, therefore, the importance of data mining cannot be overemphasised.

“The choice of Mr Ogunkoya, who is currently the chairman of Audience Measurement Board, could not be questioned because the paper in itself talks about the performance measurement through data.”