Data Analytics and Marketing Communication Performance of Nigerian Organisations

Abstract

This study investigated the effect of data analytics on marketing communication performance of Nigerian organizations based on insights from JCDecaux Nigeria in Lagos state. The methodology of the study was based on quantitative research approach based on sample size of one hundred (100) respondents selected through multistage sampling techniques was consisting of purposive sampling technique to select the organization of choice (JCDecaux Nigeria and its employees in Lagos state and convenience sampling technique was used to select individual respondents. The data in this study was analysed using frequency distribution, simple percentages and means as descriptive statistics while Pearson Correlation analysis was used to test the hypotheses using Statistical Package for Social Sciences (SPSS). The results indicated that there is significant effect of data analytics on conversion rate of marketing communication in JCDecaux Nigeria in Lagos state based on the hypotheses one tested and indicated by R square value of 84.6%. Also, there is significant effect of data analytics on advertising effectiveness in JCDecaux Nigeria in Lagos state, based on the hypotheses two tested and indicated by R square value of 71.4%. Finally, data analytics has significant effect on revenue generation in JCDecaux Nigeria in Lagos state, based on the hypotheses three tested and indicated by R square value of 92.2%. This study concluded that data analytics plays significant role in affecting marketing communication performance of JCDecaux Nigeria in Lagos state. This is based on the consideration that data analytics from customer information assists in improving customer conversion rate, advertising effectiveness and overall revenue generation, based on the fact that organizations can effectively tailor marketing communication to customers. In view of the findings and conclusion, this study recommended among other things that organizations and management should develop strategic marketing communication that are well aligned with the unique characteristics of customer information from data analytics.