Joshua Chijioke of MTN’s Chenosis warned Accra marketers on Thursday that outdated customer records are costing businesses the effectiveness of their digital campaigns.
Speaking at a Digital Transformation Conference for marketing and advertising professionals, Chijioke said some organisations continue pushing promotional messages to users who have abandoned certain applications or whose phone numbers have since been reassigned to entirely different individuals.
He said the practice sends campaigns toward the wrong audience, directly reducing returns on digital marketing investment and defeating the purpose of targeted outreach.
Chijioke told attendees that the problem is correctable, but only if businesses treat data maintenance as a prerequisite before launching any communication campaign. He said organisations that build their marketing on accurate, regularly updated customer records are far better positioned to reach the right people at the right time.
Beyond data cleanliness, he highlighted a separate but related risk: customer churn. He explained that delays in a user’s adoption of particular service features often serve as early warning signals that a customer is drifting toward exit. Businesses equipped with data analytics can catch those signals and respond through targeted outreach before the customer leaves entirely.
Chijioke described data as the foundation of success in the artificial intelligence era, arguing that quality information allows organisations to target audiences precisely, personalise experiences, and improve engagement at scale.
He outlined how the Chenosis platform gives businesses access to application programming interfaces (APIs) that enable sharper customer targeting and more efficient audience segmentation.
He invited organisations interested in exploring data-driven engagement tools to reach out to him directly for virtual presentations on how the technology can support business growth.
