Tech expert, David Hinmikaiye, has urged business owners and brands to leverage data for existential engagement.
He stated that the tech-driven world has afforded processes and tools to analyze information, drive results and maximize profits.
Hinmikaiye made the call at a function in Lagos, saying that data shouldn’t just come in at the end as a report. It should be part of the planning from the beginning. When used well, data helps us understand behaviour, anticipate needs, and adapt in real time.
“Technology plays a big role here. Tools like Power BI and Tableau make it easier to analyze information and spot patterns. On the ground, things like geo-tagging and real-time tracking can help manage field activations more effectively and hold teams accountable,” he stated.
The expert noted that experiential engagement is no longer just about flashy events or eye-catching brand moments but connecting with people and it starts with using data to guide every step of the process.
“Too often teams dive straight into planning what the activation will look like, who will be there, how it will run. But what’s often missing is the groundwork. Research. Real insight. A clear understanding of the audience and the environment. Without that, even the most creative campaign can miss the mark.
“One mistake I’ve seen repeatedly is trying to fix a struggling campaign by throwing more money at it. More ads. Bigger production. Louder presence. But the real issue usually starts much earlier. The question that needs to be asked is simple: did we really understand what the audience needed or cared about before we started?
“Data shouldn’t just come in at the end as a report. It should be part of the planning from the beginning. When used well, data helps us understand behavior, anticipate needs, and adapt in real time. Technology plays a big role here. Tools like Power BI and Tableau make it easier to analyze information and spot patterns. On the ground, things like geo-tagging and real-time tracking can help manage field activations more effectively and hold teams accountable,” said David Hinmikaiye.
Speaking further on the usage of data to drive experiential engagement, he pointed out that relying on phone check-ins or photos to confirm fieldwork just isn’t reliable anymore
He added that, “there are better tools now, and it’s time to use them. With the right systems in place, teams can track performance, Experiential engagement needs to move from being based on gut feelings to being grounded in real insight. That’s how we create experiences that actually connect with.”
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