90% of marketers consider measuring, proving ROI an important challenge – Simiso Ncube
By Oluwaseyi Lawal
The Associate Director of Analytics for West, East and Central Africa, Kantar has said that 90 percent of marketers consider measuring and proving return on investment an important challenge.
Simiso Ncube revealed this at the Advertisers Association of Nigeria’s (ADVAN) Fundamentals of Marketing Series which was held virtually on the 26th of July where she spoke as a facilitator on the topic “Marketing Analytics for Beginners.”
Simiso stated that this conclusion was arrived at after different surveys carried out across the years. In her words, “There are numbers from surveys that we did through Kantar in 2019 and the results have been more or less consistent with different surveys that we did across the years. It says that 90 percent of marketers consider measuring and proving return on investment an important challenge. At the same time 69 percent of marketers consider it important to balance short versus long-term marketing investments.”
She further encouraged marketers not to focus only on short term investments but also long term marketing investments.
“In marketing research, you can get your tactical elements of strategic focus but then they may not be predictive in nature. But when you apply marketing analytics you will the be able to combine your tactical activities and initiatives with your day-to-day performance measurement and then bring in an element of effectiveness over and beyond the performance measurement to be able to have a more long-term focus towards your strategic marketing investments.”
Speaking on the challenges marketers face when gathering data, Simiso state that marketers are feeling the pressure that comes from the different data they get on a day-to-day basis. So therefore, they’re not able to decode this data properly and efficiently to enable them make the right and accurate decisions in a way that they can be able to deliver effective marketing campaigns.
“You are relying on what data is current, what data is past, and what your customers are telling you. But when you want your data to be more future-focused and strategic, this is where you bring in the aspect of analytics and shift the gears towards generating a top-down, insights-driven approach towards your marketing strategies.”
“Because then you have a better eye view, and you’re looking at it from beyond what your current performance is. You’re looking at the future, the innovations that are there for you to be able to be ahead of your competition. This is what you get when you begin to apply marketing analytics and decode the complexity of data.”
Simiso Ncube, an esteemed professional in her field, currently holds the position of Associate Director of Analytics for West, East, and Central Africa at Kantar. Her substantial experience in these regions equips her with the unique ability to offer valuable and practical insights to marketers in African markets.
The ADVAN Fundamentals of Marketing Series is a monthly program designed for junior to mid-level managers, providing them with a platform to enhance their knowledge of marketing principles and practices.
The Advertisers’ Association of Nigeria (ADVAN) is the sole organization in Nigeria representing the collective interests of corporate advertisers involved in high-level marketing. Established in 1992, ADVAN aims to promote the marketing industry’s interests in Nigeria by advocating for global best practices and fostering collaborative partnerships with relevant stakeholders.
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