Terragon, brewers partner to launch proprietary software for Africa

Terragon, a leading data analytics and marketing cloud company, has launched first-of-it-kind customer data software in Africa, and partners top brewers in Nigeria to deliver personalised brand experiences to customers.

Through an aggregation of online and offline data as well as predictive scoring, the proprietary software, powered by data science and machine learning, will help top FMCG brands accurately target people across channels and devices. In order to enrich experienceswhileprovidinginsightabout difficult-to-source consumer data, the partnership with brewers will also generate measurable outcomes for consumers.

Terragon has evolved from beingamobilenetworkandbroad digital media agency. Now, the brandhasmorphedintoanenterprise software business that leveragesartificialintelligenceanddata science to deliver connections at scale for mobile-first markets.

Terragon CEO, Elo Umeh, explains the nature of the partnership, saying, “Our journey and past experiences arm us with the assets and competencies a highly differentiated data analytics company requires. This is why in an age where everybody has a computer in his or her pocket, we have built a product that is software-driven, offering leading brands an enterprise tool to identify, engage, interact and measure in real-time what customers are doing.”

Today, he says, “The growing majority of the population presents a significant opportunity for beer consumption in Nigeria, one of Africa’s top ten beer drinking countries. Partnerships such as these help to find answers to questions of identity, needs and motivation for customer-centric brands both online and offline. Terragon will therefore support the beer industry and other key verticals, through partnerships such as this, to deliver very personalized experiences for their portfolio of brands.”

According to Umeh, the growing competition between consumer brands is driven by fast-changing social behaviour and products designed to help leading organisations achieve higher returns. In a world where business growth is limited by the superficial understanding of the customer across channels, deep, personalised insights that enhance customer experiences could be the game changer for big brands.