Stakeholders in the digital marketing, and integrated marketing communications have urged marketers to adopt data-drive approach in consumer and sales activities for optimum result.

This was the submission at the 2025 Africa Marketing Technology & Ecommerce Conference (AMTEC) themed; ‘Marketing in the New Economy – Data Driven Success in Challenging Times’, in Lagos.

Speaking on the topic, ‘Driving Growth: How your brand can create a great customer experience,’ the Managing Director/Chief Executive Officer, Open Square Limited, Feyi Olubodun said: “Data cannot be undermined in marketing because without data one is shooting in the dark. It helps understand consumer’s preferences and aids marketing activities which ultimately aim to satisfy consumers.”

Alluding to Olubodun’s submission, Business Unit Director, MediaReach OMD, Emmanuel Adediran said data is proven to be a cardinal point for marketing. “To create a successful campaign, you must first of all analyse your data to point to where consumers are and what they need.

“Therefore, marketing practitioners require adequate data to function optimally in creating and delivering a successful campaign.” The CEO, Optimus AI Labs, Lanre Basamta urged practitioners to embrace the use of Artificial Intelligence (AI) in marketing. “We cannot run away from it. Yes, we still need humans to do a lot of thinking but application of AI will create a successful marketing campaign and drive sales optimally.”

Speaking on the conference, the Co-Founder/CEO of Marketing Analytics Africa and convener of AMTEC, Victor Ojeakhena, said: “AMTEC is an annual marketing event that has brought together thought leaders, executives, marketing innovators, and data strategists from across Africa to explore the latest trends, tools and tactics in martech, e-commerce, data intelligence, and customer experience optimisation, all essential for thriving in today’s economic landscape.”

Ojeakhena said this year’s AMTEC event has featured a top line-up marketing professionals such as Feyi Olubodun, Managing Partner at Open Squares Africa; Maurice Igugu, the Chief Marketing Officer at Sterling Bank Plc; Tomisin Adetola, Colgate’s Head of Marketing; Chinwe Bode-Akinwande (CBA), Head of Sponsorship and Events at First Bank, Kehinde Ogundare, Country Manager, Zoho Corporation, Nigeria among others.

Apart from high-powered paper presentations and top-end panel discussions that took place at conference, the gathering of the marketing eggheads also delivered on empowering brands and marketers with cutting-edge digital marketing strategies, showcased the role of data and emerging technologies in achieving scalable growth.

Also making their presence felt at the one-day conference were brands like Colgate, Nutrify, Addmie, Indomie, Ladycare, DStv Media Sales, Dochase, Mouka Foam, Legit.ng, Cybertron, Accret Experience, The Industry Newspaper among others, that joined MAA as official partners for #AMTEC2025.