A critical analysis of digital performance analytics on marketing strategy adjustments: Evidence from an FMCG brand in Kaduna, Nigeria
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Background of the study
Digital performance analytics have become essential tools for optimizing marketing strategies by providing real-time insights into campaign performance. FMCG brands in Kaduna are increasingly using sophisticated analytics platforms to track key metrics such as engagement, conversion rates, and customer acquisition costs. These insights enable marketers to adjust their strategies dynamically and allocate resources to high-performing channels (Okeke, 2023). However, the integration of diverse data sources and the interpretation of complex datasets remain significant challenges. This study critically analyzes how digital performance analytics inform marketing strategy adjustments within an FMCG brand. It examines the role of analytics in identifying campaign strengths and weaknesses, enabling rapid decision-making and strategic pivots. By evaluating both quantitative metrics and qualitative feedback from marketing teams, the study aims to uncover best practices and pinpoint areas where analytics can drive significant improvements. The research also considers external factors such as market trends and consumer behavior fluctuations that affect data interpretation. The findings are expected to provide actionable recommendations to enhance digital marketing efficiency and optimize resource allocation for FMCG brands (Adeniyi, 2024; Ibrahim, 2025).
Statement of the problem
FMCG brands in Kaduna face difficulties in effectively leveraging digital performance analytics for strategic marketing adjustments. Data integration issues, inconsistent metric interpretations, and delays in actioning insights result in suboptimal campaign performance (Chinwe, 2023). The lack of standardized analytical frameworks hinders the ability to make timely and accurate adjustments, leading to inefficient budget allocation and missed opportunities for improved marketing outcomes. This study seeks to address these issues by critically evaluating the current use of performance analytics in marketing strategy adjustments and by proposing solutions to overcome existing challenges.
Objectives of the Study:
To assess the impact of digital performance analytics on marketing strategy adjustments.
To identify challenges in integrating and interpreting performance data.
To recommend best practices for enhancing strategic decision-making through analytics.
Research Questions:
How do digital performance analytics influence marketing strategy adjustments?
What challenges affect the effective use of performance data?
Which practices can optimize the integration of analytics into marketing decisions?
Significance of the study (100 words):
This study is significant as it provides a critical analysis of how digital performance analytics can be used to improve marketing strategies in the FMCG sector. The findings will help marketing practitioners in Kaduna to overcome data integration challenges and enhance campaign responsiveness. By establishing best practices, the research offers practical recommendations that can lead to more effective budget allocation, increased engagement, and higher returns on marketing investments.
Scope and Limitations of the Study:
This study is limited to examining digital performance analytics and their role in marketing strategy adjustments for an FMCG brand in Kaduna. It does not extend to other industries or regions, and findings are influenced by local market conditions.
Definitions of Terms:
Digital Performance Analytics: Tools and techniques used to measure and interpret online marketing performance.
Marketing Strategy Adjustments: Changes made to marketing plans based on performance data.
FMCG Brand: A company that produces fast-moving consumer goods.
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