With an impressive track record in areas including supply chain management, marketing, consumer behavior, and data analytics, Oyeyemi Oluwaseun speaks on how he managed to build such an interdisciplinary skill set.
Could you share your journey with us?
My journey has been shaped by a desire to solve real-world problems using a combination of marketing and data-driven strategies. I started in trade marketing, working directly with distribution channels. This role gave me a strong foundation in understanding market dynamics and consumer behavior, particularly in West and Central Africa. But as I progressed, I realized the importance of data in making informed decisions, which led me to focus on business analytics. Over time, I saw that the intersection of supply chain management, consumer behavior, and data analytics could drive not only operational efficiency but also create more personalized marketing strategies, making my role more interdisciplinary.
You mentioned the importance of data in decision-making. How does data analytics come into play when managing supply chains, especially in complex markets?
Data analytics is a game-changer in supply chain management. In the past, supply chains were largely driven by historical data and manual forecasts. Now, with real-time data and predictive analytics, we can anticipate challenges before they occur. For example, in regions like West Africa, where infrastructure and market unpredictability can be issues, data allows us to predict delays, manage inventory more efficiently, and optimize distribution routes. It’s about turning data into actionable insights that improve both cost-effectiveness and service delivery. This not only benefits the business but also enhances customer satisfaction by ensuring products are available where and when they are needed.
You’ve also worked extensively in marketing and consumer behavior. How do you integrate supply chain strategies with consumer-focused marketing?
Integration between supply chain management and consumer-focused marketing is crucial, especially when you are dealing with fast-moving consumer goods. Understanding consumer behavior helps us in demand forecasting. For instance, if we can predict the next trend or consumer preference using data analytics, we can align our supply chain to meet that demand efficiently. It’s about ensuring that the supply chain is agile enough to respond quickly to shifts in consumer demand without compromising on cost or quality. Moreover, consumer behavior insights help in targeting marketing strategies that align with the availability of products. If we know that a product is selling particularly well in one region, we can boost the supply chain efforts there, while simultaneously tailoring marketing campaigns to capitalize on that demand. It’s all about synchronizing the backend operations with the consumer-facing strategies to ensure that everything works seamlessly.
In your research, you’ve explored the role of digital transformation in traditional industries. How is this digital shift impacting the marketing and supply chain fields?
Digital transformation is radically changing both marketing and supply chain operations. In marketing, digital tools have allowed for more precise targeting and personalized campaigns. Social media platforms and e-commerce have given us a direct line to consumers, enabling us to collect real-time data and feedback, which can be immediately fed into supply chain decisions. In terms of supply chains, digitalization has introduced more sophisticated tracking systems, improved inventory management, and automation. We now use machine learning and AI to predict demand, adjust supply chains in real time, and even automate some elements of the distribution process. The key is that marketing strategies must evolve alongside this digital shift. Companies that have integrated digital transformation into both their marketing and supply chain processes are already seeing benefits like reduced costs, increased efficiency, and improved customer engagement.
Can you share an example from your own experience where data analytics directly influenced consumer behavior or supply chain decisions?
One of the most impactful examples would be the launch of a new product in the Middle Belt region of Nigeria. We used predictive data analytics to understand consumer preferences in that region, identifying a growing interest in certain tobacco products. Armed with these insights, we synchronized our supply chain to ensure that the product was distributed to high-demand areas. At the same time, we tailored our marketing campaigns to appeal specifically to that regional consumer base. The result? We achieved over 70% numeric distribution in the first month of the product’s launch and saw a significant spike in market share. This success was entirely data-driven—from consumer insights to supply chain realignment. It reinforced how critical it is to use data in synchronizing marketing efforts with supply chain capabilities.
As the world continues to shift towards more data-driven operations, what role do you see for the integration of AI in these processes, particularly in marketing and supply chains?
AI is already transforming both marketing and supply chains, and its influence is only going to grow. In marketing, AI helps us analyze vast amounts of data quickly, providing insights into consumer preferences, behaviors, and trends that we might have missed using traditional methods. For example, AI can personalize marketing campaigns for individual customers based on their previous interactions and preferences, which increases engagement and conversion rates. In supply chain management, AI plays a crucial role in predicting demand, optimizing routes, and even detecting anomalies before they become significant issues. By using AI to continuously monitor and adjust supply chain activities, businesses can ensure greater efficiency, reduce waste, and improve overall customer satisfaction. Looking ahead, I believe that AI will become the backbone of future marketing and supply chain strategies. It will enable companies to make faster, more accurate decisions and adapt in real-time to changes in consumer behavior or market conditions.
In your opinion, what are the biggest challenges in integrating data, marketing, and supply chains, and how can companies overcome them?
The biggest challenge is often the siloed nature of data and operations within organizations. Marketing teams might have access to a wealth of consumer data, while supply chain teams focus on logistics data, but the two often don’t communicate as efficiently as they should. To overcome this, companies need to adopt an integrated approach where data flows seamlessly between departments. Implementing systems that allow for data sharing across teams can help break down these silos. Another challenge is data quality and accuracy. If the data being used is outdated or incomplete, the decisions made will not be as effective. To address this, companies need to invest in real-time data collection and analytics platforms that ensure data accuracy and timeliness. Lastly, upskilling employees to work with new digital tools and analytics platforms is essential. Many companies invest in the technology but forget that their teams need the skills to interpret and use the data effectively. Continuous training and development are key to ensuring that the integration of marketing, supply chains, and data is successful.
What advice would you give to professionals looking to develop a career that spans multiple disciplines like yours?
I would say, never stop learning. The world is changing so quickly, especially with advancements in technology and data. To stay relevant, you need to continuously develop your skill set across different fields. In my case, combining marketing, supply chain management, and data analytics has allowed me to understand the full business picture, from backend operations to consumer engagement.
I would also recommend gaining hands-on experience in different areas. You can only truly understand how marketing, data, and supply chains intersect by working in those fields. Stay curious, be adaptable, and don’t be afraid to step out of your comfort zone. That’s where the biggest opportunities for growth lie.
