ADVAN president underscores data in marketing

The new president of Advertising Association of Nigeria, ADVAN, Folake Ani-Mumuney has promised that the new executive of the 25 years body would build on the achievements of the past while focusing on Big Data for effective marketing and planning.

Ordinarily, it is not the amount of data that is significant in marketing but what marketers do with it as Folake believes that Big Data could be properly analyzed for deeper insights that would lead to effective marketing and improved businesses.

Recognizing that data guides market insight for informed decision, Folake who is Head, Marketing and Corporate Communications and General Manager, First Bank of Nigeria said the new exco would focus on rules and strategies that govern what marketers do with big data, given the fact that “we are in the cyber age when internet of things and artificial intelligence have probably disrupted what we know of traditional marketing”.

“Data presents a very interesting conundrum for us going forward; it provides the insight to make informed decisions. And ultimately, if you do not make informed decision, marketing will not be effective and if it is not effective our return on investments will be challenged”

The past excos had created value based relationships with relevant associations and stakeholders and provided forum for relevant marketing practitioners to discuss issues of common interest including rate increases in the media and harmony in the marketing value chain. “Year of year, ADVAN excos have achieved a lot. My challenge is to top what the previous excos have done. This means that we must roll up sleeves”, Folake noted after taking oath of office recently in Lagos.

The accomplished business strategist said Folake who replaced David Okeme feels honoured by the association who deemed her fit to handle the presidency position as she also promised to bring in her wealth of experience to run the organisation.

  Apart from Ani-Mumuney, who was elected the president, other members of the new regime include:  Babarinde Abiona of Coscharis Group , Ex-officio;  Nkiru Olumide-Ojo of Stanbic IBTC Bank, 2nd Vice President;  Nnenna Osi-Anugwa of Unilever Nigeria, Treasurer and  Onome Asagbara of Dufil Prima Foods, Publicity Secretary. 

Daniel Obi