The concept of Data-Driven Marketing, which involves the use of relevant customer and event/conversions data for planning and executing marketing campaigns, has been touted as the future of Marketing, rightly so because it has proven to yield the most successful and cost-effective marketing campaign results, offering Advertisers better ROI and lower cost of customer acquisitions […]
July 27th 2021 Africa becomes first continent to complete collection of digital land use data.Africa has become the first continent in the world to complete the collection of accurate, comprehensive and harmonised digital land use and land use change data under the Africa Open DEAL initiative. DEAL stands for Data for the Environment, Agriculture […]
Africa’s leading data and marketing technology company, Terragon, has been listed as a verified CDP company by the CDP Institute, having met the institute’s precise criteria for being added to its Directory as a RealCDPTM This was made known recently in an announcement by the CDP Institute after a rigorous audit and demo assessment of […]
One of the many challenges faced by organisations today is which software or technology tool to invest in or deploy; with which to achieve superior data and insights-driven Business Intelligence needed to gain competitive advantage? McKinsey reports that the year 2020 saw significant increases in the volume, quality, speed, and variety of data across organizations. […]
You’ve relied on cookies for years to serve personalized Ads. Now they are being phased out, what does that mean for your Online Advertising Strategy? The time to prepare and act is NOW! This webinar ultimately highlighted the imminent threat the phasing out of cookies poses to online advertising both to Brands and Agencies; possible […]
The relationship between brands and consumers in today’s digital world has shifted. In the past, brands could easily define the message and pre-determine the pathway of the customer’s journey. However, with consumers’ embrace of multiple devices (mobile, email, web, POS etc) as interaction points, the journey is now a multi-dimensional, multi-platform customer journey. This means […]
First party Customer data is the most valuable data businesses own and is the starting point for any form of customer engagement. Now more than ever, the need for businesses to own and manage first-party data could be the difference between staying in business or going under. Customer behaviour is dynamic and ever-changing as well […]
Preparing for online advertising in a cookie-less world. Introduction According to Modor Intelligence, “The Online Advertising Market was valued at USD 304.0 billion in 2019 and is expected to reach USD 982.82 billion by 2025, at a CAGR of 21.6% over the forecast period 2020 – 2025”. These huge numbers could, amongst other factors, be […]
In the last few months, consumers have steadily developed new behaviours due to the far-reaching impact of COVID-19. With no prior preparation for the pandemic, brands have now begun to relook their strategies while focussing on makeshift plans as a reactionary measure. Customers now demand unique and compelling experiences in light of current realities. They […]
From another angle, Google’s plan to phase-out support for third-party cookies means that the consumer regains his place as the one true and powerful king in the kingdom of marketing. Rather than sneak your way to the heart of this king through third-party cookies, insights will become the only way to understand the consumer. It […]