By Ayo Onikoyi

The conversations surrounding digital innovation utilizing AI are currently among one of the more exciting topics that can be held within the digital space, many of which are currently shaping the ideas and policies behind many of the world’s current leading multinational brands, solutions, and organizations.

One of these brands is Airtel Nigeria, which was represented by Mr. Oyebowale Akideinde, Head, Digital Products and Innovation at Airtel Nigeria. He shared insights into Airtel’s customer philosophy at the MarkHack 3.0 series of panels and conversations which were held at the Oriental Hotels in Lagos, Nigeria on the 5th of July 2024.

Akideinde spoke at the plenary session dubbed: “The future of marketing and Media in a Tech Driven World”.

“We use data analytics to understand customer behavior, and we use that to tailor personalized offers to each customer” says Mr. Akideinde, Head, Digital Products and Innovation at Airtel Nigeria.

 “We deep dive using data analytics, we want to know what devices are used most (on our platforms) like if we are targeting a Kano – Most times it might pop up as feature phones, what type of feature phones? Are there radios installed in those feature phones? Do customers even open their SMSs? it’s just using analytics to drive your marketing mix, more or less.”

Airtel Nigeria has shown consistency in driving innovation through products and services across digital platforms, a track record that is evident with their diverse range of services and packages tailored towards the denizens of Africa’s digital spaces. Their commitment to personalizing the consumer experience utilizing machine learning algorithms and tools reiterates their drive towards providing personalized and targeted user experiences across all touch points.