Finance and business analytics expert Victor Arowolo has developed a data-driven framework designed to help telecommunications companies optimise marketing expenditure by improving resource allocation and reducing unnecessary costs.

According to Arowolo, the model combines customer acquisition cost analysis, performance intelligence and advanced analytics to support more informed marketing investment decisions.

He said the framework has demonstrated the potential to reduce marketing costs by up to 50 per cent while improving campaign performance in organisations where it has been applied.

Arowolo, a Fellow of the Institute of Management Consultants (FIMC) Nigeria, said the idea emerged from his observation that increasing marketing budgets does not always produce proportional business growth.

“I observed that increasing marketing budgets did not always translate into proportional growth. This led me to question how organisations could achieve better outcomes through smarter resource allocation rather than higher spending,” he said.

Rather than encouraging higher expenditure, the framework focuses on identifying the most effective channels for customer acquisition and improving the efficiency of marketing investments through data analysis.

According to Arowolo, the approach enables organisations to reduce waste, improve customer targeting and strengthen revenue generation by making evidence-based decisions.

“My objective was to move organisations from a mindset of expenditure to one of efficiency and value creation,” he said.

He added that data-driven decision-making is becoming increasingly important as companies operate in more competitive markets.

“When organisations leverage data effectively, they gain the ability to anticipate trends, allocate resources intelligently and build more resilient business models,” he said.

Industry observers say cost optimisation has become a growing priority for telecommunications companies facing rising operating costs, increased competition and pressure to improve profitability. In that environment, analytics-driven approaches are increasingly being adopted to improve marketing performance while maintaining financial discipline.

Arowolo’s work reflects the broader shift towards using business intelligence and data analytics to improve operational efficiency and support long-term strategic decision-making across the telecommunications sector.