TheCable

Terragon Group, a marketing technology company, has called on African companies to leverage on data analytics to boost sales performance.

Elo Umeh, chief executive officer of Terragon Group, said it is important for companies to be data-centric so as to use the understanding of their consumer insights to increase sales.

According to Umeh, Terragon Group helps to improve bottom-line for businesses by leveraging its cloud marketing technology, algorithms, artificial intelligence, and difficult-to-source African consumer data to unlock personalised digital experiences for mobile users in Africa.

“It is extremely important for companies to be data-centric, as the understanding and utilization of consumer insights in business will help drive sales performance,” Umeh said.

“Companies are also faced with the problem of collecting valuable data and being unable to fully apply or gain insights from it.

“However, Terragon Group has developed a proprietary mobile advertising technology known as Adrenaline that utilizes consumer data and delivers targeted messaging via web & non-web channels.

“At Terragon, data has proven its worth and earned its place, as we have been able to gain real business value from all the records collected.

“Executives need to adopt a new system of decision making based on big data.”

He said the company has also successfully completed certification to the ISO 27001:2013 standard, serving global enterprises across all sectors who have benefitted from unparalleled security and protection of their data.