Yannick Kabangu advocates data-driven culture for African brands and advertisers

By Zion Rufus

First-party data has emerged as the lifeblood of modern marketing, enabling brands to connect with their audience on a deeper level according to Yannick Kabangu, Commercial Director SSA at Adform, who emphasized that first-party data is direct, accurate, and unique to each brand, offering invaluable insights into customer preferences, behaviors, and needs.

Today, African brands hold a unique advantage in harnessing local market nuances and consumer insights, making first-party data ownership even more crucial for crafting hyper-personalized marketing campaigns that resonate deeply with the target audience.

“By harnessing first-party data, these brands can craft hyper-personalized marketing campaigns that resonate deeply with their target audience, fostering stronger connections and brand loyalty,” Kabangu said.

Consulting firms such as PwC, McKinsey, and Deloitte have observed a rising trend in digital channel adoption across the continent, driven by increasing internet penetration and smartphone usage, leading to more digitally savvy consumers receptive to online advertising.

While the adoption of digital channels has seen a positive upward trajectory, Kabangu believes many African brands still rely on third-party data, which often lacks accuracy and relevancy, resulting in ineffective targeting and wasted ad spend.

“In contrast, first-party data allows brands to seize unique market opportunities and address challenges specific to their markets, leading to enhanced campaign performance and a better return on investment,” he stated further, adding that African brands that have embraced first-party data ownership are already reaping significant rewards, and gaining invaluable insights into their customers’ preferences, buying habits, and pain points.

“Armed with this knowledge, brands can tailor products and services to meet the needs of their target markets, driving growth and market penetration,” Kabangu added.

Furthermore, first-party data provides a competitive edge in a crowded marketplace, as consumers demand transparency and are more likely to engage with brands they trust. By demonstrating responsible data stewardship, African brands can build lasting relationships with their customers and differentiate themselves from competitors.

However, to fully capitalize on the potential of first-party data, Kabangu emphasized that African brands and digital advertisers must cultivate a data-driven culture within their organizations.

This transformation, he argued, requires a shift in mindset and investments in data infrastructure, analytics, and talent, noting that collaboration between marketing, IT, and data teams is crucial to harnessing the full potential of data.

While the advantages of first-party data ownership are undeniable, prioritizing consumer privacy and data protection is paramount. Respecting customers’ consent and implementing robust security measures are also non-negotiable aspects of data management.

As brands understand their customers’ journeys and preferences, they can tailor content, promotions, and offers that resonate deeply, ultimately driving conversions and fostering brand advocacy.

In his concluding remarks Kabangu re-emphasized that embracing a data-driven culture will lead to better decision-making, agile marketing strategies, and improved customer experiences.

He also urged African brands and digital advertisers to invest in a robust and future-proof Data Management Platform (DMP) to navigate the challenges posed by data scarcity, accuracy, and the impending deprecation of third-party cookies.

“Such a platform empowers brands to collect, consolidate, and activate their first-party data effectively, ensuring informed decision-making, enhanced personalization, and agility in response to market trends,” he noted.

First-party data ownership will remain a transformative move that holds the key to unlocking unprecedented opportunities for growth, engagement, and customer understanding in the African advertising landscape.

Looking ahead, leveraging first-party data and investing in a future-ready DMP, will also help brands in Africa to confidently navigate the data-driven future, deliver personalized experiences, build customer trust, and position themselves as leaders in the dynamic digital advertising landscape.