The digital industry in Africa has witnessed tremendous growth over the past couple of years. Within this same period, the industry has witnessed a dearth of relevant Research reports within the region, which should help foster new innovations. Terragon Group, leading African digital media company, has partnered with Lagos Business School (LBS), the graduate business school of the Pan-Atlantic University, to further delve into the ecosystem and provide relevant, credible research data and reports.
This partnership was fostered out of the need for stronger alliances to provide the type of research data that will be relevant to the industry.
Speaking on the partnership, Elo Umeh, Chief Executive Officer, Terragon Group, said “As a Group, we have carried out quarterly researches on our own which addresses the need for local and relevant data to help the digital ecosystem and streamline the efforts of advertisers online. We have grown to be recognised for these periodic reports both locally and internationally.”
“Our partnership with LBS is borne out of the need to take our researches a notch higher. We will be working with a team of experts within the University to provide periodic relevant research data to the public. There will be an exchange of expertise by both parties. This, we believe, will further enhance the effectiveness of the quality of reports that are being released, and give more credit to the research work we have been doing as a Group over the years.”
On his part, Dr Eugene Ohu, lead LBS faculty on the partnership, said: “LBS faculty will bring to this relationship a broad range of expertise that should help make more sense of big data and improve understanding of the digital audience. We will obtain new insights into economic behaviour, human psychology and digital marketing trends in Africa. These novel insights will create persuasive and ethical communications through which marketers can reach their intended audience at the right time.”
