Marketers Urged to Transform Customer Data into Revenue

Dr. Aderemi Victor Ademilua, a marketing lecturer at Covenant University and founder of 1603 Media Consulting Limited and Demil Realties Limited, called on marketers to focus on converting customer data into measurable revenue. This statement was made during a presentation titled “Data-Driven Marketing: Turning Insights into Revenue” at a webinar organized by the National Institute of Marketing Nigeria (NIMN).

Ademilua highlighted that data-driven marketing is essential for business growth, with a survey of 33 marketing professionals revealing that 96.7% rated it as very or extremely important. He noted that 96.9% reported moderate revenue improvement from such marketing, while 90.9% frequently used marketing analytics.

However, he pointed out that poor data quality is a major barrier, with 30.3% citing it as the leading obstacle. Ademilua urged organizations to invest in data accuracy and integration, emphasizing that data should influence strategic decisions at the boardroom level.

He also identified personalized marketing as a significant but underutilized revenue source.