A leading data management product, Audience Origin, is set to debut in Nigeria and 11 other African countries.

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

The product was unveiled in Lagos on Thursday at an elaborate event attended by key industry players.

Speaking at the event in Lagos, Federico de Nardis, Group M Managing Director for Sub-Saharan Africa, said: “Audience Origin offers original and profound insight into the human mind and thought. We achieve this by using a data foundation with an international network that uses a privacy-focused data collection system using proprietary consumer surveys. This provides an excellent opportunity for key clients to gain in-depth knowledge of African markets and less studied consumer segments.

Also speaking, Research Director, Audience Origin, Ramona Daniel, reiterated the importance of the product for Africa.

He said, “The product is even more relevant and urgently needed in Africa. Many advertisers lack strong, reliable consumer research data that is globally oriented. This leaves a gap in leveraging data that can be mined from global perspectives, albeit retrieved from local sources.

“Audience Origin helps segment consumers using more defined psychographic details such as media consumption habits and consumer touchpoints. This way, we can better define the consumer by understanding their behaviors and motivations, allowing us to offer viable working solutions to business challenges. »

The Managing Director of Wavemaker, a subsidiary of Algorithm Media, Mr. Soji Olaogun, described Nigeria as a country with huge opportunities, but generating quality insights and data for marketing brands has always been a challenge.

He said, “With Audience Origin, we can use real data to understand consumers and create an authentic connection with them; and brands of our customers. Indeed, this is a game-changer for the industry, and at Algorithm media, we are excited about the possibilities this creates for our customers and for us.

“The product is a stand-alone tool that can collaborate with other data sources to provide tailored solutions to address customer challenges. This allows our clients to reap the rewards of extraordinary insight and intelligence.

“This tool also brings Nigeria a unique ability to segment hitherto unexplored audiences in the Nigerian consumer market, and ensure that the data provided by Audience Origin is relevant.”

In Nigeria, Algorithm Media, the affiliate company of WPP launched in the country in 2016, is the sole provider of Audience Origin.

The company said it was delighted with the timely entry of the product into the Nigerian market.

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All rights reserved. This material and any other digital content on this website may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without the prior express written permission of PUNCH.

Contact: [email protected]