The Nigerian Marketing Research Association, NIMRA, has emphasized the need for marketing professionals to embrace data gathering and analytics in improving marketing strategy and driving business success.
This was disclosed on Friday at the election of new executive members who will be saddled with the responsibilities of driving the affairs of the association for the next two years.
The research experts, who spoke exclusively on the sideline of the electioneering activities conducted at the Airport Hotel, revealed that by analyzing customer data, companies can better understand their target audience, predict consumer behaviour, and tailor their marketing efforts to specific customer segments.
According to Mr. Seun Ajayi, MD/CEO, Sterling Business Research and Consulting Limited, data is a pathfinder that helps people and throw light on their paths as they try to navigate the turbulent terrain of marketing space. For people not to grope in the dark, Ajayi cited the need for credible research, which he noted, can only be powered by credible data.
“Without what we are doing now to put in place a body that will regulate and moderate activities, you cannot be sure of getting credible data all the time. One of the objectives of this association is to put a structure in place that will update constantly the industry’s players on the global trends.
“Fo every innovation that is coming out, we make sure our people are kept abreast of the global trends. If a study is conducted in London and similar study is conducted in Nigeria, we want a situation where you don’t need to fly in experts. We will have our people here, trained and solid on ground to be able to deliver credible research and that is what we are here for,” he explained.
For Mr. Lanre Fasakin, Chairman, Communications and Marketing Research Group, CMRG, data gives direction and edge. For anyone that is planning and wants to come out with winning strategy, it has to be driven by data.
“Data is that element that will give you precision in allocation of resources. It gives precision in having product that will be tailor-made for a target group. In other words, you are not going to be shooting blanks but shoot precisely on the target. There is no better way of doing that than to have data. Data will speak to current and potential users of a product,” said the former NIMRA president.
On her part, Mrs. Ranti Olatunji-Ojelabi, Director, Project Management, MRC Group, anyone who lacks information will take a wrong decision.
“As a marketer, you cannot avoid leveraging the importance of data because if you have figures to play with, you have information to play with. You can take decisions based on fact and figure. But if you don’t have that you will likely be assuming which, in most cases, is unfavourable.”
In the same vein, Mrs. Kemi Osoba, Lead Consultant and Managing Partner at Camille Market Insight, stated that data allows companies to make more informed decisions and allocate resources more effectively, ultimately leading to higher ROI and increased customer engagement.
Explaining further, the seasoned data
analyst noted that data-driven marketing enables companies to track and measure the effectiveness of their marketing campaigns, allowing them to refine their strategies and optimize their marketing efforts for greater success.
Also sharing his views on the subject matter, Mr. Oluwaseyi Adeoye, CEO, Pierrine Consulting, posited that any good marketer worth his onion will agree that marketing, advertising and national growth and planning start from data. He noted that market research and data industry are very pivotal to national growth initiative and conversation.
Established with the aim of developing the use of marketing, economic, social and opinion research as an important basis for effective management decision for public and private sector, NIMRA prides itself as an association that enriches professional activities and conduct of people and individuals interested in using marketing, social or economic research.
As part of efforts to strengthen the activities of the association, Mr. Femi Daramola, CEO of CMRG led a four-man committee, including Mrs. Kemi Osoba and others to conduct a keenly contested election into its various leadership positions.
The election, which spanned a whole day, had a total of seven vacant positions heavily contested by nine candidates.
While giving his opening remarks before the commencement of the exercise, Daramola, who is the election committee chairman, noted that all the contestants vying for different offices have demonstrated competence, capacity, skills, accuracy and intelligence that can make NIMRA a force to reckon with.
Following the presentations of manifestos by the contestants and their responses to questions, members of the association filed out to cast their votes for candidates of their choice.
Declaring the results after the election, Mr. Daramola announced that out of the 362 voters that were accredited, 307 successfully cast their votes which represented about 76% of the total accredited voters. While 79% voted physically, 21% of accredited members voted online.
According to the result declared by the electoral umpire, Seyide Wusu, who contested unopposed, secured 264 votes to emerge Treasurer while Victor Onofomi got 256 votes to win the office of Financial Secretary.
Oshona Oluwakemi garnered 170 votes to defeat her close rival, Emmanuel Nwokolo, who scored 106 votes. For the position of Assistant General Secretary, Ademola Adekunle who contested unopposed got 222 votes to clinch the victory.
In the same vein, Opeyemi Dairo amassed 171 votes to snatch the position of General Secretary from Adeleke Ladipo who came behind with 104 votes. The office of Vice president was won by Mrs. Ajibike Seun-Ajayi with 174 votes ahead of her co-contestant, Fred Ehis Ubani who managed to record 98 votes. And finally, Oluwaseyi Adeoye was declared president after contesting unopposed and scored a total vote of 266.
Responding to his election as president, Mr. Adeoye promised to stick to his manifestos by putting up strong structures that can future-proof the association, bringing a clear value proposition, benefits that will bring value to stakeholders and members. He also promised to bring the association to limelight locally and internationally.
Accessing the overall conduct of the election, Daramola said it was a transparent, credible and error-free process. He however acknowledged the need for improvement in the subsequent election.
The presiding officer tasked the newly elected excos to keep the flag flying and and not to allow the fire go down.


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