Lack of Reliable Data, a Risk Factor to Business Growth — Marketing Expert

The Marketing Manager at A&C Mall, David Kwesi Mawuenya, has identified weak data collection practices as a major setback for businesses, warning that many firms are not only underutilising data but also gathering the wrong kind of information.

Speaking on Business Breakfast on ZED 101.9FM, Mr. Mawuenya said one of the biggest mistakes businesses make is failing to clearly define their target audience before collecting data.

“A lot of businesses miss the fundamental question of who their target really is. If you are unable to identify your demographic and the people you are serving, then the data you collect will not be relevant to your business,” he explained.

He stressed that effective customer segmentation and profiling are essential for aligning business offerings with the right audience. According to him, businesses must gather meaningful insights that directly relate to their products or services, rather than accumulating large volumes of unusable data.

“It is important to ensure that there is no mismatch between who your target is and what you are providing. When you clearly define your audience, they are the ones who will generate the relevant data you need,” he said.

Mr. Mawuenya further cautioned against collecting data from individuals who are unlikely to afford or use a company’s services, describing such efforts as inefficient and unproductive.

“If someone cannot afford your product or service, then you have no business collecting their data,” he noted.

He also highlighted the importance of regularly updating customer profiles to reflect changing consumer behaviour. With tastes, preferences and exposure to competing offers constantly evolving, he advised businesses to make profiling an ongoing process.

“Ideally, businesses should profile and re profile their customers every 90 days. That gives enough time to track changes in behaviour, especially if you have engaged with the customer more than once,” he said.

Mr. Mawuenya reiterated that businesses that invest in accurate data collection and continuous customer analysis will be better positioned to run effective marketing campaigns, improve targeting and enhance overall efficiency.

The Marketing expert also raised concerns about the limited use of data among businesses, warning that many firms are missing out on opportunities to improve efficiency and customer engagement.

He revealed that only about 15 percent of businesses in the industry are fully leveraging data to drive decision-making and marketing strategies.

According to him, while many companies collect customer data, they often fail to utilize it meaningfully. “It’s not enough to just gather data and have it sitting there. A lot of businesses simply use their databases to send bulk SMS or emails, and that’s where it ends,” he stated.

Mr. Mawuenya noted that this approach falls short of the deeper insights data can provide. Instead of basic communication blasts, businesses should be analysing consumer behaviour, preferences, and engagement patterns to better tailor their strategies.

He further emphasized the importance of segmenting and profiling customers, pointing out that companies should understand key metrics such as engagement levels, attention span, and responsiveness to offers. He said this would enable businesses to design more targeted and effective campaigns.