BRIDGING THE GAP: A CONCEPTUAL REVIEW OF BIG DATA ANALYTICS KNOWLEDGE BY BRAND COMMUNICATION CAMPAIGN MANAGERS IN NIGERIA

Abstract

Big data analytics has revolutionized various industries, including advertising, by enabling more precise targeting, enhanced customer insights, and improved campaign performance. Yet, there is a noticeable gap in the knowledge and application of big data analytics among brand communication campaign managers in Nigeria. This review aims to bridge this gap by examining the state of big data analytics knowledge within the Nigerian advertising industry. Key challenges faced by brand communication campaign managers were identified through a comprehensive literature review and analysis of existing studies premised on the Technology Acceptance Theory. This review highlights the disparity between global advancements in advertising analytics and the slower adoption rate in Nigeria. The implications of the knowledge gap on the effectiveness of brand campaigns and the overall industry growth were discussed. Furthermore, strategies were proposed to enhance big data analytics proficiency among Nigerian brand communication campaign professionals. Findings reveal that the Nigerian advertising industry can leverage big data to achieve more effective and efficient marketing outcomes by addressing these challenges. The review underscores the importance of equipping brand communication campaign managers with the necessary skills and knowledge to harness the power of big data, ultimately contributing to the industry's competitiveness in the global market.