Terragon Boss Urges Marketers To Leverage On Data, Technology For Growth

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Elo Umeh, Managing Director of Terragon Group has urged marketers to be innovative by leveraging data and technology to grow their business in a business world that is more digital-driven.
He also tasked marketers and businesses to rethink their business models, and partnerships.

Umeh made this known at the Media Independent Practitioners Association of Nigeria (MIPAN) Annual General Meeting (AGM) held recently at Radisson Blu Hotel, Lagos where he made a presentation on “The Rise of Data and Technology in Economic Development”

According to him, “The first step to being smarter about why you use data and technology, and therefore who you hire to power it, is knowing what business problem you want to tackle and what type of business you want to become. What business model will drive the desired outcomes for your business?”

As regards Talent, he said “Who do I need to partner with? Or what do I need to acquire?” The glue in piecing all this together Talent needs to be talent.”t

On Partnerships, he explained that “The sort of partnerships that will succeed are those where you have a core layer of product, which is effectively your web-based tool, but then have the service layer around that. – Complement Strengths.”

In essence, he advised marketers to invest in people through education and capacity building while he also called on brands to increase their MarTech Spend, improve the consumer experience, and ensure data privacy.
“Customer-centric marketing is now a key growth driver. Businesses need to improve their CX.” He said, adding that “Businesses are taking the challenge of ethical data collection very seriously.”

In addition, he stated that companies in every industry should be aware and understand that the software revolution is coming and they should all be ready for it.

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