Experience has shown that it is an exercise in futility to start a business without first understanding the dynamics of that market. This anomaly is especially pronounced in data deficient countries with no credible and authentic database for business ventures to fall back on.
So, to help existing and potential clients thrive and raise the bar in Nigeria’s advertising and marketing communications space, Algorithm Media has brought Audience Origin into the Nigerian consumer and business market.
Audience Origin is a world-renowned data and research tool that allows for proper segmentation of consumer audiences along with more definite psychographic variables such as hobbies, media consumption patterns, and consumer touchpoints. With this research and data tool, brand managers and marketers can understand their consumers better by gaining a deeper insight into their behaviours, motivations, and aspirations. These brand managers can then connect and engage with these audiences by leveraging definite consumer touchpoints, which will enable them to propose viable bespoke solutions to individual business challenges.
According to Mr Soji Olaogun, the MD Wavemaker, a subsidiary of Algorithm Media, Audience Origin is a welcome development in the Nigerian marketing space. “Nigeria, as we know, is a country of enormous opportunity, but generating quality insight and data for marketing brands has always been a challenge. With Audience Origin, we can use real-life data to understand the consumers and create an authentic connection between them and our client’s brands. Indeed, this is a game-changer for the industry, and we at Algorithm media are super-excited about the possibilities this creates for our clients and us,” he said.
Audience Origin is a stand-alone tool that can collaborate with other data sources to deliver tailor-made solutions to clients’ challenges. This unique product offers solutions over and above what is available in the market, thereby allowing our clients to reap the rewards of extraordinary insight and intelligence.
Also, Audience Origin’s data is relevant and fresh because there is a quarterly collation of data from different sources that span various industries and represent varied consumer interests. This means we can keep abreast of trends and predict consumer outcomes while helping our clients position for greater efficiency.
Speaking on the efficacy of this data product, Ramona Daniel, Audience Origin’s Research Director, opined that Audience Origin is even more relevant in Africa. This is because marketing professionals lack a robust research database that is glocal in orientation though retrieved from local sources.
In Nigeria, Algorithm Media, the WPP affiliated company launched in Nigeria in 2016, is the sole purveyor of Audience Origin and is excited at the timely entry of this product into the Nigerian market. Algorithm media is a member of the global WPP franchise -which is arguably the largest marketing communications company in the world. Algorithm media offers a bouquet of services such as digital marketing, audience analysis, media buying and control, media strategy and planning and media consultancy.
