“Data-Driven Strategies & AI Are No Longer Trend, they’re Here to Stay, Even in Nigeria”
– Caleb Ogiri
“Startups, especially tech startups, operate on limited resources, so data-driven decisions help reduce waste. They also rely on data to attract investors and optimize their operations.”
Beyond marketing, Caleb also has skills in UI/UX design. When you combine all these, it’s clear that Caleb knows his way around data-driven marketing with the use of AI.
I had a chat with him about the future of data-driven marketing and AI in Nigeria. Here’s how it went:
It’s becoming clearer day by day that marketing is changing, and data is at the center of this change. For years, we’ve seen marketing as a process that needs to follow a set blueprint. But that’s changing. Data-driven marketing is shifting everything, moving away from static methods to more dynamic, real-time strategies and execution.
Caleb emphasizes this when he says “Most people think marketing is a system and it needs to go through this particular process. That there is a complexity to it. I say this because when you think about marketing, you think: billboards, tv commercials and so on. But I see data-driven marketing changing everything and it will be evident in how we won’t work with laid blueprints anymore but with data..”
Now, there was something Caleb mentioned at the start of my conversation with him that got me thinking so I had to ask: “Startups in Nigeria have been using data for years, so why is marketing only catching up now?” Caleb believes it’s all about perspective.
“We’re seeing people use data and AI in ways we couldn’t imagine before. The internet has changed how we learn. No one is waiting for industry leaders to tell them what works anymore.”
He gave an example using the AI-generated avatars that flooded social media. “Everyone jumped on it and some people were making money off it. That’s AI in action and it opened everyone’s eyes.”
Another thing we must admit is that data-driven marketing with the use of AI requires a level of skill and knowledge to get the right results because at the end of the day, these things are just tools. “Marketers are now realizing that combining their knowledge with AI gives them an advantage. Everyone wants a taste of it. Even industries like fashion are exploring data-driven strategies” he says.
We went ahead to discuss the importance of this knowledge. For everyday people, data-driven marketing might seem like irrelevant information, but Caleb breaks it down: “It’s not just for marketing. Whether you’re running a business, building a personal brand, or creating content, you need to understand the data behind it.
If you don’t, you’re doing it wrong.” And for marketers, he uses an interesting analogy: “Think of pickup lines. There’s a difference between using a generic pickup line versus one that’s personalized. The generic one has a high chance of getting ignored, but the specific one? It catches attention. That’s exactly how data-driven marketing works. The more targeted and relevant your messaging, the better the results…”
Talking about the undeniable importance of AI driven marketing can sound pleasing to the ears but we need to come to the reality that in Nigeria, data can still be very unreliable. When I asked him about this, Caleb admits it’s a challenge. “I once had to prepare a presentation for an investor, and the data I found was all over the place. One website said one thing, another said something completely different.
Imagine if the investor found another source contradicting my numbers. It’s frustrating, but it’s not impossible. If agencies and businesses start collecting and sharing reliable data, things will change…Once agencies make data-driven marketing the norm, everyone else will follow. The only downside is that data will become a bigger target for cybercrime. But that’s a conversation for another day.
If you’ve been in marketing long enough, you must know that this is not the first time we’ve been told change is coming.
What if this is all a trend? To this question, Caleb firmly disagrees saying: “They’re already industry standards globally. Startups are using them to cut costs and work more efficiently. The real question is who will take advantage of them first. Cause those are the people that would enjoy it most at the end of the day”
With everything you’ve heard today, how exactly do you get started? Caleb has simple advice: “Understand the possibilities. AI is everywhere, even in tools like CapCut, Photoshop, and Canva. Tasks that used to take days can now be done in minutes.” He also suggests starting with YouTube. “There’s so much free knowledge available. The key is to tap into it and start experimenting. And if you need expert guidance, The Republic is here to help.”
Marketing is shifting, and data is at the heart of it. Those who adapt will lead the future, those who don’t risk being left behind.
