EchoHouse
Africa, a 360° marketing agency has entered into a multi-year partnership with
a data intelligence company, Insightis Africa, to provide marketing data
intelligence that drives strategic marketing solutions to its brands. This
partnership lays the foundation for an optimized data-backed approach to all of
EchoHouse Africa’s disruptive marketing campaigns and providing a more refined
return on investment assessment of its campaigns.
The EchoHouse
Africa and Insightis Africa partnership demonstrates the marketing
agency's commitment to ensuring that its marketing campaigns are fine-tuned and
provide the best value-for-money that clients can get for their marketing
solutions. EchoHouse’s clients are both local and multinational companies
operating in various sectors – from textiles, banking, and finance, technology,
media, food, telecommunication, alcohol, and beverages among others.
In a statement,
the Chief Executive Officer of EchoHouse Africa, Beryl Agekum Ayaaba indicated
that for over 16 years of operations in Ghana and other West African countries,
EchoHouse Africa had relied heavily on information from certain key groups to
gain consumer insights for its impactful and award-winning campaigns.
However, she stated,
“This partnership with Insightis Africa gives us a rare opportunity to widen
our scope to include more perspectives to inform our marketing solutions for
clients. The result will be a bold, evidence-driven, continent-wide platform that
will onboard people with diverse interests and backgrounds and give them the
opportunity to provide consumer-specific feedback to industries, thereby
enabling successful marketing actions for brands.
This platform
will provide brands with access to niche as well as general consumers, who will
be readily available to share feedback and updates on their changing tastes and
preferences. What this data does is to provide the Marketing and Brand
Managers with essential information to help them keep up with their consumers,
and remain relevant to them at all times,” Beryl concluded.
On his part,
Dr. Seyram Kekessie, the Chief Executive Officer of Insightis Africa, noted the
difficulty that brands operating in Africa go through, when trying to obtain
current consumer data to shape their marketing strategies and plans, and how this
limits precise forecasting and assessment of marketing campaigns. “What our
partnership with EchoHouse Africa does, is to remove those bottlenecks to data
gathering and processing, and ensure that C-Suite Executives, Marketing, and
Brand Managers receive up-to-date and actionable data intelligence to inform
high-level strategic decision making.”
This timely
partnership between the marketing agency and the data intelligence company
comes at a time when there is increased need for effective marketing efforts led
by tailored targeting and data-backed marketing decisions and strategies –
shifting heavily away from personal perspective-based decision-making.
By: Nana Appiah Acquaye
