Challenges in the African BI landscape

A mistake that many companies make is that they fail to take an in-depth personal approach when it comes to consumers' needs in Africa.

Businesses target African consumers based on assumptions rather than facts, or based on old research models. With the ever-changing pace of African growth and the pace at which consumers are adopting technology and demanding more personalised solutions, businesses aren't keeping up with adequate research and insight into this unique market.

So says Claudelle Naidoo, head of insights and new business director at MediaCom, who will be presenting on 'The unpredictability of African consumers can be negated by research,' at the ITWeb Business Intelligence & Analytics Summit, to be held on 14 and 15 March, at The Forum in Bryanston.

According to her, Africa has been, and still is, a complex and distinct market of 53 countries with approximately 2 000 dialects. "Based on the area the consumers live in, they can have vastly distinctive needs when compared to counterparts in other areas. In some areas, where these different cultures collide and converge, it makes it challenging to target consumers. These dynamics also make it difficult to predict what consumers will think and feel when brands and businesses interact with them."

Naidoo says research is not only the best, but perhaps the only way to overcome the challenges that businesses face on the continent. "It is critical to look at the entire business cycle and how consumers interact with it in order to generate smart market insights."

A more holistic, business-focused approach for research helps to inform business decisions that will add value to the company in the long run, she explains.

There is no one-size-fits-all approach when it comes to research in Africa. "The type of research needs to be tailored to each individual business. A thorough look at the challenges and opportunities in the market will also assist to inform research decisions."

The rapid changes in technology, economic status and politics all influence the way that businesses need to position themselves, adds Naidoo. They need to become part of the conversation with consumers, and this is where BI fits in perfectly. BI will assist businesses with crafting sustainable solutions in this complex landscape.

Something that also needs to be considered when looking at the African BI landscape is that so far, large enterprises have focused on the data-rich segments of the African market. But, perhaps with the rise of the African consumer, considering the untapped, niche segments of the African market is where the real value lies within data and business intelligence in the market.