General News
Overlooking Digital Analytics Will Cause Companies Revenue Loss- Achi
Celestine Achi is the founder and Chief Digital marketing strategist at Cihan Group. Celestine is a seasoned Digital PR strategist, social techpreneur, digital PR blogger and also the founder of KairoswebTV. He is a graduate of the University of Nigeria Nsukka; an Associate member of the institute of management consultants; Nigerian institute of Public Relations; a member of the African evaluation association and a reviewer, the scientific journals of the WSEAS working group on energy and ecosystems as it relates to poverty alleviation. In this interview with peter ugwu, Celestine bares his mind on the digital marketing & PR in Nigeria while expanding on the concept behind setting up Kairoswebtv.
Big Data, Analytics & Digital Marketing In Nigeria
I can authoritatively say that big data analytics is the next frontier for innovation, competition, and productivity and infact the the next big thing to happen to the digital world. In other words, any media or brand that shy away or still not digital analytics conscious stands a chance to lose reputation and revenue. That is the next big bang that will occur globally, therefore, for the wise brand, plugging to digital analytics becomes a must.
The ‘Bullish’ Kid In The Block- KairosWebTv
What we have here today as KairosWebTv is a propitiatory system, a next-generation online Tv that is not dependent on YouTube or any open source like WordPress. What actually informed this particular innovation is to inspire and motivate our viewers. Secondly, we want to create a sort of happyTv; we are reading all the bad news on other platforms, let us make viewers happy, especially in the face of global turmoil. What we have done is to introduce seven (7) channels. Each channel, specifically, meets our objectives. For instance, the Entrepreneur Channel seeks to inspire and motivate aspiring entrepreneurs and emerging others. To help us do this, we have the likes of Fate Foundation, Real Success (SA) and some motivational speakers like Les Brown and Leslie Samuel from the United States and in Africa, we have Brian Walsh, Sam Adeyemi and Fate Foundation who can give us content on this. Aside that, we have an in-house one hour programming called ‘the Testimony’ where we meet both the successful and ‘unsuccessful’ entrepreneurs to tell their stories. The essence is for those coming behind to will see the very high and very low.
KairosWebTv also recognizes the need to inspire creativity. That is why we have the Winlos Channel; your source to go for creative, inspiring and hilarious skits, sketches and dramatic illustrations on real life issues that inspires. The TechSavvy Channel delivers news and insights on the latest technology trends, while ‘E-Event” Channel will be exclusively for live streaming of events, products launch, conferences, among other, while the EduSense Channel, an edutainment channel will be utilized to inspiring pupils, students and undergraduates on core subjects. Now, as a way of giving back to the society, we have a Digital PR Channel that offers masterclass training and courses in social media and Digital PR. Any organized that wants to be relevant, mediawise, in this digital disruption era, must have competencies in digital marketing and other kits. So, we want to train people FREE, through online channel.
Scaling Up Digital Marketing Skills In Nigeria
Some few months ago, we organized the Digital Marketing Masterclass in collaboration with the PRCAN. Why we introduced the masterclass was to address the particular issue of lack of DigitalPR skills which informed the introduction of a DigitalPR channel on KairosWebTv. Therefore, we want to use that channel to train Nigerians, free, on digital PR and social media related topics. On weekly bases, we will be training them online. There is also an aspect of pay-per-view, which will be on premium subscription. And that model will look at analytics and advanced topics.
Rolling Out KairosWebTv To Viewers
For some reasons, we don’t want to toe the line of developing an app for the platform. He space is already clogged and virtually all platforms today wants to get an app; getting an app has become ‘officious’ rather than disruptive. But, as long as your platform is responsive and scalable, you don’t really need an app. What we intend to do is to unleash contents on the go; where ever you are, with your tablet or smartphone, you can have access to KairosWebTv. Like I mentioned during our media launch of the platform, it is data friendly. Every piece of content is fusion-encoded; whether you are using 2.5G or 4G LTE, you still get to save significant data.
The Impact On Digital Broadcasting Migration
Well, as you can see, we are already playing in that field. People have this notion that digital disruption has not started, but fortunately, it has commenced in earnest. I keep saying that any traditional medium that fails to hook unto digital transformation now, is already a dying medium. It might be probably too late for them. Same time, digital migration is not finite; digital disruption happens daily. Even as we speak, digital disruption is taking place somewhere. That’s why we are saying this platform is not just available, but scalable.
Welcoming Digital Migrants, Retaining Digital Natives
Although we do not want to blow our trumpets for now, but we have measures to attract digital migrants while keeping the natives constant. We are up to date on real time information on digital migration and disruption. We are doing that in collaboration with a topnotch media platform. So, as it happens, we already know where it is going. We are the one of the firsts in Nigeria to break the news that Facebook is introducing Response Time unto Facebook pages. Through that process they can tell you that this page is very responsive or not. So, up to date information that drills-down to digital analytics, we have equipped ourselves to leverage that.
Overcoming Copyright Related Matters
Yes, we understand the seriousness of copyright issues. In view of that we have two models: the in-house, where we generate our contents. We have one hour programming on each channel. But beyond this, for every content partner that signs agreement with us, part of the spirit of that agreement is that they must have total right or partial right to the content, otherwise, we will not upload. We have actually entered into partnership with a particular crew in Nollywood. The idea is for us to churn out drama series for Nigerians, with the aim of overriding the ‘telemundo’ spirits in some Nigerians, replacing same with the Nigerian Telemundo. In that light, we are open to partnerships as long as the contents are genuine.
Specific Content For Particular Audience
We are using an audience specific ‘retargeter’ tool to deliver our contents based on audience behaviour and interest online. What the tool does is that it tells me the behaviour of a particular audience on Facebook or Twitter or whatever channel. Shockingly enough, disruptive outbound techniques convert at a much lower rate than inbound marketing strategies, where someone chooses to engage with your brand and actively seeks you out and this is what we seek to achieve in KairoswebTV. In majority of the Websites, you see advertisements scattered all over the spaces, you are losing audience which leads to high bounce rate.
Dangote Petroleum Refinery is reportedly nearing completion of a $2.5 billion private placement that values the company at about $40 billion ahead of its planned public listing.
Private placement is the direct sale of company shares or bonds to pre-selected investors instead of the general public and it is used to raise money quickly while avoiding strict public reporting rules.
People familiar with the transaction said investors acquired as much as 6 per cent of the refinery, according to a BusinessDay report.
The reported terms would value the business at approximately $40 billion.
Neither Dangote Group nor the refinery has publicly announced the final amount raised, the identities of most subscribers or the precise percentage sold.
The figures should therefore be treated as transaction details supplied by unnamed sources rather than confirmed company disclosures.
The reported $2.5 billion total is nevertheless significant as it indicates strong demand for exposure to a privately controlled refinery that has rapidly become central to Nigeria’s fuel supply and an increasingly important exporter of petroleum products.
The placement was said to have attracted more demand than the available shares, allowing the company to secure substantially more than the amount initially associated with the fundraising exercise.
Femi Otedola, chairman, First HoldCo, is the only major participant publicly identified in the report.
He reportedly committed $100 million to the transaction and sold his investment in Geregu Power Plc to finance the acquisition.
Nigeria’s pension industry was also reportedly cleared to participate.
Access to more than $17 billion in retirement assets would broaden the refinery’s potential investor base beyond wealthy individuals and conventional institutional buyers.
Participation by Pension Fund Administrators would, however, require careful attention to valuation, liquidity and portfolio-concentration limits.
Retirement funds must balance the attraction of a large Nigerian industrial asset against their responsibility to protect contributors’ savings.
The implied $40 billion valuation represents investor expectations about the refinery’s future earnings rather than only the physical cost of constructing the facility.
Its ability to process 650,000 barrels of crude daily gives it a central role in supplying Nigeria and other markets, but its commercial performance remains connected to crude availability, product prices, exchange rates and regulation.
The refinery has struggled to obtain all the Nigerian crude it requires under the government’s naira-for-crude arrangement.
It has consequently purchased some feedstock internationally and recently moved local petroleum-product pricing into dollars to align sales revenue more closely with its foreign-currency expenses.
Those constraints will be important during any public offering.
Prospective shareholders will want greater clarity on crude-supply contracts, debt, operating margins, export revenue and the company’s relationship with Nigerian regulators.
It is also unclear whether the private placement involved newly issued shares, a sale by existing owners or a combination of both.
That distinction determines whether the reported $2.5 billion becomes fresh capital for the refinery or proceeds received by selling shareholders.
The transaction could provide a useful price reference for the planned initial public offering.
Federal government will next month launch Nigeria’s first national organized crime strategy to strengthen the country’s response to terrorism, cybercrime, human and drug trafficking, kidnapping, illicit financial flows, and other forms of organized crime.
Major General Adamu Laka, national coordinator of the National Counter Terrorism Centre under the Office of the National Security Adviser, disclosed this in Abuja during the validation of the strategy document.
He said the strategy provides a coordinated national framework for tackling organized crime through improved intelligence sharing, stronger collaboration among security agencies, and closer cooperation with the criminal justice system, civil society organizations, and international partners.
Major General Laka explained that the document was developed through a partnership involving the Federal Government, the United Nations Office on Drugs and Crime (UNODC), the United States Government, and other stakeholders.
Speaking at the event, Cheikh Toure, UNODC representative, said the strategy would strengthen Nigeria’s capacity to combat transnational crimes, including drug trafficking, cybercrime, human trafficking, kidnapping, and illicit financial flows.
Also speaking, Douglas Grane, acting director of the United States Department of State’s Bureau of International Narcotics and Law Enforcement Affairs, reaffirmed the U.S. government’s support for Nigeria’s efforts to tackle organized crime through stronger inter-agency and international cooperation.
Representatives of the National Institute for Strategic Studies, the Nigeria Financial Intelligence Unit, and the National Cyber Security Centre also endorsed the initiative, describing it as a major step towards improving Nigeria’s fight against organized crime.
FATE Foundation, with funding from the Citi Foundation, has launched the Youth Entrepreneurship Incubation Programme to equip young people in Nigeria with financial literacy and entrepreneurship skills.
Delivered through free, safe, and accessible platforms, the programme supports the incubation and scaling of youth-led enterprises, enabling income generation and job creation.
In October 2025, FATE Foundation was selected as a recipient of Citi Foundation’s 2025 Global Innovation Challenge to Accelerate Youth Employability. Joining the cohort of 50 organisations globally, the Foundation will receive $500,000 over two years to advance its youth employability initiative.
“We are excited to be selected for Citi Foundation’s 2025 Global Innovation Challenge,” said Ayomide Akindolie-Igwe, Executive Director of FATE Foundation.
“This support enables us to equip young entrepreneurs in Nigeria with the financial literacy and skills needed to build and scale sustainable businesses.”
The programme addresses youth employability by tackling Africa’s growing jobs crisis. By 2030, the African continent will be home to 40% of the world’s youth, and with one in three under 35 already unemployed, this initiative will support Nigerian youth with a two-phase approach. It begins with financial literacy training before progressing to entrepreneurship development, incubation support, and access to tools needed to build viable, job-creating businesses.
“Through this innovative initiative, FATE Foundation is supporting low-income Nigerian youth to develop essential financial and entrepreneurial skills using accessible platforms.
“This support is not just helping individuals to succeed; it is building a solid foundation for sustainable enterprises that will drive job creation and contribute significantly to our nation’s economic vitality. This initiative is empowering and investing in the future of Nigeria, one youth at a time,” said Nneka Enwereji, MD/CEO Citibank Nigeria Limited.
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