Audience Origin debuts to provide consumer data insight in Africa

Audience Origin, a data management product has been launched in Nigeria and other African countries to provide data insight about African consumers.

Speaking during a press conference to announce the launch of Audience Origin, Federico De Nardis, CEO, Group M Sub Saharan Africa, the initiators of Audience Origin said the product which has also been launched in other markets such as Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, and Morocco, was created in order to have the same understanding of the consumer in every market around the world.

De Nardis said it is an opportunity for key clients to gain in-depth knowledge of African markets and consumer segments that have received little attention.

The data-driven product owned by WPP’s Choreograph is a customer-centric approach to data management, usage, and brand growth.

“In marketing, you can’t talk about plans and developing marketing strategies unless you understand the consumer,” Seni Adetu, group CEO of Algorithm Media said.

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“Audience origin will provide our clients with access to accurate and sufficient data, giving them a competitive advantage,” Adetu said.

Ramona Daniel, Audience Origin’s research director, emphasized the importance of Audience Origins to Africa as an emerging economy. “In Africa, the Audience Origin product is even more relevant and urgently required. Many advertisers lack robust and trustworthy consumer research data that is global in nature.

“Audience Origin enables the segmentation of consumers based on more specific psychographic details such as hobbies, media consumption patterns, and consumer touch points,” he said.

Also, speaking at the event, Soji Olaogun, managing director, Wavemaker, a subsidiary of Algorithm Media, said the launch of Audience Origin is a welcome development in the Nigerian marketing space.

“As we all know, Nigeria is a land of enormous opportunity, but generating quality insights and data for marketing brands has always been a challenge.

“We can use Audience Origin to understand consumers and create an authentic connection between them and our clients’ brands by using real-life data,” Olaogun said.

Audience Origin is a stand-alone tool that can work with other data sources to deliver customized solutions to clients’ problems. The product provides solutions that go above and beyond what is available on the market, allowing clients to reap the benefits of exceptional insight and intelligence. Furthermore, the tool brings to Nigeria a previously unexplored ability to segment audiences in the Nigerian consumer market