CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
Oti Ukubeyinje
Terragon Limited
- Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
- Part 2 CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
- Part 3Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
Show Notes
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01:50Marketing in AfricaData isnt readily available in Africa. Marketing in Africa is about testing and learning as you go.
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03:30Key marketing channels currently used in AfricaAfricas main marketing channels are offline. So channels like TV, radio, and out-of-home, with digital making up a small minority.
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04:20Data collection in AfricaBusinesses that operate in Africa really depend on awareness campaigns. There isnt the infrastructure in place for each business to perform adequate data collection.
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08:00CDPs in the African marketplaceThere isnt a lot of opportunity to buy data for targeting in Africa. A lot of marketing is still offline. So its mostly just data from telecoms and tech companies.
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11:54The difference between a developed market and a developing marketIn a developed market, the problem is data analysis. But in a developing market like Africa, the issue lies with access to data.
Quotes
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"If there's anywhere test and learn happens, it's more in Africa than anywhere. There's hardly enough data for you to make very smart inferences from the beginning." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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"When you look at digital channels where you can get access to data offline, SMS constitutes about more than 50 to 60% of that." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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"So you don't have a proper data collection loop that allows you to can harness data in large volumes to reuse for other purposes as it's just purely awareness." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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“The primary data sources right now are the telcos and the FinTech companies because their business is by default digital first...” - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
- Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
- Part 2 CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
- Part 3Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
Up Next:
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Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
VP of product marketing and growth at Terragon Group, Oti Ukubeyinje, discusses marketing in Africa. Terragon Group is Africa’s leading data company. Why has a marketplace as large as Africa remained mostly untapped in this digital age? Today, Oti talks about whether you should be expanding your targeting into Africa.
Play Podcast -
Part 2CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
Oti Ukubeyinje, VP of product marketing and growth at Terragon Group, continues the chat about marketing in Africa. Digital marketing is based on data. So how can you effectively target in a marketplace that’s lacking in data? Today, Oti talks about CDPs and the lack of data in Africa.
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Part 3Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
VP of product marketing and growth at Terragon Group, Oti Ukubeyinje, wraps up the conversation about marketing in Africa. Third-party cookies are almost out the door. And with the lack of data in Africa right now, what will marketing look like when cookies are gone? Today, Oti talks about preparing for a cookieless Africa.
Play Podcast
