An inquiry into customer data analytics on marketing campaign success: A study of an FMCG firm in Kaduna, Nigeria
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Background of the study
Customer data analytics has emerged as a transformative approach in enhancing marketing campaign success, especially in the fast-moving consumer goods (FMCG) sector. This study explores how data analytics is used to drive marketing strategies in an FMCG firm in Kaduna, Nigeria. With the exponential growth in data generation, companies are increasingly relying on analytics to derive actionable insights that optimize campaign performance and target customer segments effectively (Lawal, 2023). In the highly competitive FMCG market, understanding consumer behavior and preferences is crucial for designing impactful marketing initiatives. Data analytics offers the ability to track customer interactions, segment markets, and predict trends, thus enabling firms to fine-tune their marketing messages (Abdullahi, 2024). However, the implementation of these analytics strategies is not without challenges. Issues such as data quality, integration complexities, and interpretation errors often limit the full potential of customer insights (Yakubu, 2025). In the context of Kaduna, where technological adoption in FMCG is rapidly evolving, this study examines the role of customer data analytics in driving marketing campaign success, providing a critical evaluation of both its benefits and limitations (Olawale, 2023).
Statement of the problem
Despite the promising benefits of customer data analytics, FMCG firms in Kaduna struggle to harness its full potential for marketing campaign success. The main challenges include difficulties in data integration, inaccurate interpretations, and the inability to translate insights into actionable marketing strategies. This has led to suboptimal campaign performance and a gap between expected and actual outcomes. Furthermore, issues such as limited analytical infrastructure and skills among marketing teams exacerbate these challenges. This study seeks to identify the specific obstacles that hinder effective use of customer data analytics and propose solutions to bridge this gap, thereby enhancing campaign success and overall marketing effectiveness. The research aims to contribute to a more robust understanding of data-driven marketing strategies within the FMCG sector (Yakubu, 2025; Abdullahi, 2024).
Objectives of the Study
To evaluate the role of customer data analytics in enhancing marketing campaign success.
To identify the challenges FMCG firms face in implementing data analytics.
To recommend strategies for improving the integration and application of customer data analytics.
Research Questions
How does customer data analytics influence marketing campaign success in an FMCG firm in Kaduna?
What challenges are associated with implementing data analytics in this context?
What strategies can enhance the effectiveness of customer data analytics in marketing campaigns?
Significance of the study
This study is significant as it provides valuable insights into the practical applications of customer data analytics in the FMCG sector. The findings will help firms in Kaduna to overcome challenges related to data integration and application, leading to more effective marketing campaigns and improved customer targeting. The research contributes to the broader understanding of data-driven marketing strategies and offers practical recommendations for optimizing campaign performance (Lawal, 2023).
Scope and limitations of the study
The study is limited to analyzing customer data analytics within the marketing campaigns of a single FMCG firm in Kaduna, Nigeria, and does not include other sectors or geographic regions.
Definitions of terms
Customer Data Analytics: The process of examining customer data to uncover patterns and insights that inform marketing strategies.
Marketing Campaign Success: The effectiveness of a marketing initiative as measured by engagement, conversion rates, and sales.
FMCG Firm: A company that produces and distributes fast-moving consumer goods.
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