AN EVALUATION OF DATA-DRIVEN MARKETING STRATEGIES IN IMPROVING CAMPAIGN ROI: EVIDENCE FROM AN FMCG COMPANY IN KADUNA, NIGERIA.
- Project Research
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- NGN 5000
Background of the study:
Data-driven marketing strategies harness the power of analytics to optimize advertising campaigns and improve return on investment (ROI). FMCG companies in Kaduna are increasingly adopting these approaches to tailor their marketing efforts based on consumer insights and behavior patterns. This study examines how the integration of big data, predictive analytics, and real-time monitoring can enhance campaign effectiveness by allowing for more precise targeting and personalized messaging (Afolabi, 2023). Data-driven insights enable marketers to adjust strategies dynamically, thereby reducing wasted expenditure and boosting ROI (Ijeoma, 2024). However, challenges such as data privacy concerns, integration complexities, and the need for skilled personnel remain prevalent. The research aims to critically assess the role of data-driven strategies in achieving measurable marketing outcomes and to explore how these methods can be further refined to drive improved financial performance for FMCG companies in a competitive market (Olayinka, 2025).
Statement of the problem:
Despite the potential of data-driven marketing to enhance ROI, FMCG companies in Kaduna encounter significant obstacles in its practical implementation. Issues such as data integration challenges, concerns over data privacy, and the shortage of specialized analytical skills often result in suboptimal campaign performance (Afolabi, 2023). Inaccurate data interpretation can lead to misdirected marketing efforts, thereby affecting overall ROI. These challenges highlight the need for a comprehensive evaluation of data-driven strategies to understand their limitations and identify actionable improvements (Ijeoma, 2024).
Objectives of the study:
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To assess the impact of data-driven marketing on campaign ROI.
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To identify challenges in implementing data-driven strategies.
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To propose recommendations for optimizing marketing campaigns.
Research questions:
How do data-driven strategies influence campaign ROI?
What challenges hinder the effective use of data in marketing campaigns?
What measures can improve the implementation of data-driven marketing?
Significance of the study:
This study is significant as it offers critical insights into how data-driven marketing can enhance campaign performance and ROI. The findings will help FMCG companies in Kaduna refine their strategies and make more informed marketing investments, ultimately improving profitability (Olayinka, 2025).
Scope and limitations of the study:
The study is limited to evaluating data-driven marketing strategies for improving campaign ROI within an FMCG company in Kaduna, Nigeria, focusing exclusively on marketing metrics.
Definitions of terms:
Data-Driven Marketing: The use of consumer data to inform marketing decisions.
Campaign ROI: The return on investment achieved through marketing campaigns.
FMCG: Fast-moving consumer goods characterized by high volume and low cost.
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