Broadcasting
Rising Above Analytics: The Untold Story
By: Ayodele Ogunkunle
When most people hear growth marketing, they imagine dashboards glowing with KPIs, endless A/B tests, and data visualizations that point the way forward. And while analytics is undeniably our compass, the real story behind meaningful growth often lives beyond the numbers.
Ayodele Ogunkunle
It’s about understanding people, sensing what they don’t say, catching the unspoken cues, and connecting dots invisible to most.
I’ve been in rooms where the charts painted a bleak picture: numbers sliding, engagement stagnant, conversion rates plunging like a stock on a bad headline day. The instinct in those rooms? Shut it down. Pivot fast. Move on.
But sometimes, just sometimes, the numbers are only telling half the truth.
One campaign in particular stands out vividly. It had all the right elements: compelling copy, visually stunning assets, a tested subject line formula. Yet, performance-wise, it tanked. Open rates declined. Click-through rates dragged. Bounce rates spiked. Even our best analysts frowned at the results.
Still, something about the campaign still felt right. During our internal reviews, a few teammates confessed it stirred personal memories for them. Soon, a trickle of unexpected signals appeared. We suddenly started receiving direct messages on social media, thoughtful quote-retweets, subtle mentions from users who felt seen by the message, even if they hadn’t clicked the button we were tracking.
So, we made a decision, not to kill the campaign, but to listen differently. We stepped back. We read between the lines, the untagged mentions, the indirect nods, the private notes.
We realized the campaign wasn’t failing; it was resonating on a deeper, more personal level. It wasn’t designed for instant conversions; it was speaking to identity.
We revised our approach. We tweaked our campaign, from the “growth” jargon, to rather tell a story. We leaned into aspiration, not just action. We spoke to who the audience wanted to become, not just what we wanted them to do.
Within a week, organic referrals tripled. A global brand reached out for a collaboration after spotting the campaign in an unexpected LinkedIn thread. Same audience. Same core message. Only reframed, with empathy.
That experience taught me three things:
- Analytics reveal what is happening, but rarely why.
- People may not act immediately, but they feel instantly.
- Not every campaign is built for metrics; some are built to spark momentum.
Rising above analytics doesn’t mean ignoring the data. It means knowing when to pause, and ask deeper questions: What does our audience fear? What excites them? How do they describe their dreams, not just their needs?
For me, growth marketing has shifted from a fixation on numbers to a fascination with people. My biggest wins didn’t start in spreadsheets. They began with empathy, intuition, and the willingness to follow imperfect, messy human signals that charts can’t map.
That’s the untold story behind every “breakthrough” metric I’ve ever reported, and why I’ll always look past the dashboard before I look into it.
About the writer:
Ayodele Ogunkunle is a Digital Marketing Lead with a reputation for driving business growth through strategic campaigns and innovative marketing solutions. With multiple years of experience in the tech and fintech sectors, he has led successful digital initiatives for brands like ALAT by Wema and Bumpa, resulting in increased revenue, user growth, and investor funding.
Metro Digital Limited, a licenced Indigenous broadcasting organisation, has accused Multichoice, pay television company, of refusing to obey judgements emanating from Courts in Nigeria.
It said the latest of such judgements is the one that was delivered by Justice Chinelo Odili of Rivers State High Court on May 4, 2026 in Suit No. PHC/3943/FHR/2025.
Dr. Paul Osuji, operations manager of Metro Digital, at a press conference in Port Harcourt, Rivers State,
said the suit was filed by the organisation and two others against Multichoice and the Economic and Financial Crimes Commission (EFCC).
Osuji stated that Justice Odili has in the judgement described the arrest of a staff member of the company and the carting away of it’s properties and disruption of it’s broadcasting business by the EFCC over a civil dispute of copyrighy as unlawful and violations of the applicants’ rights.
The manager recalled that in October 2025, Multichoice instigated the EFCC to read their office in Port Harcourt, arrested a staff of the company and staff of another company, while the suit was still pending.
“On October 16, 2025, the premises of Metro Digital Limited, a licenced indigenous broadcasting organisation was raided by the Nigerian anti-graft agency, EFCC, instigated by Multichoice Nigeria, purportedly acting on a preservation order made by the Federal High Court sitting in Port Harcourt over the sub licensing of broadcasting content right.
“The preservation order came from a civil dispute already adjudicated by the Court of Appeal No. CA/CS/188/2021 – Multichoice Vs Metro Digital Limited and 20 others, which is a subject of a pending appeal -No. SC/CV/1248/2022 -Multichoice and 20 others before the Supreme Court.
“Instructively, while suit No. PHC/ 3943/ FHR/2025 was still pending, Metro Digital Limited filed an application to set aside the said preservation orders of the Federal High Court sitting in Port Harcourt and presided over by Hon. Justice A.T Mohammed.
“In his ruling delivered on December 10, 2025, set aside the preservation orders and it’s legal execution on Metro Digital Limited. The court also ordered EFCC to return unconditionally all the properties and records of Metro Digital Limited, illegally and unlawfully carted away during the raid but the agency has till today not obeyed those orders of the Court,” he said.
Metro Digital Limited is known for operating SLTV, a direct-to-home satellite television service launched to provide affordable, locally-owned alternatives to international pay TV
A Federal High Court in Lagos has restrained the National Broadcasting Commission (NBC) from sanctioning or punishing broadcast stations and presenters over the expression of personal opinions, alleged bullying of guests, or failure to maintain neutrality on air.
NBC
Justice Daniel Osiagor granted the interim injunction following an ex parte application filed by the Socio-Economic Rights and Accountability Project (SERAP) and the Nigerian Guild of Editors (NGE).
The court specifically restrained the NBC, its officers, agents and affiliated persons from enforcing its recently issued “Formal Notice” or imposing sanctions, fines or penalties on broadcasters based on provisions of the 6th Edition of the Nigeria Broadcasting Code, pending the hearing and determination of the substantive suit.
SERAP and NGE had approached the court to challenge what they described as an arbitrary and unlawful move by the commission to punish broadcasters for allegedly expressing personal opinions as facts, bullying or intimidating guests, or failing to maintain neutrality during programmes.
The groups also asked the court to determine whether the provisions of the Nigeria Broadcasting Code relied upon by NBC were inconsistent with the 1999 Constitution, as amended, and Nigeria’s international human rights obligations.
The suit followed an April statement by the NBC in which it raised concerns over what it described as increasing violations of the broadcasting code across news, current affairs and political programmes.
The commission had warned that presenters who expressed personal opinions as facts or bullied guests during live broadcasts would be sanctioned.
However, Justice Osiagor, in his ruling, held that pending the hearing of the substantive matter, the commission must refrain from using the formal notice to threaten, sanction or punish broadcast organisations and on-air personalities under the contested code provisions.
The matter was adjourned until June 1, 2026, for hearing of the motion on notice.
Economic and Financial Crimes Commission (EFCC) has arraigned Metro Digital Limited before a Federal High Court in Port Harcourt over alleged cybercrime and unlawful interception and rebroadcast of content belonging to Multichoice Nigeria.
Metro Digital
The company was arraigned before Justice A.T. Mohammed on an amended four-count charge bordering on cybercrime-related offences and alleged illegal rebroadcast of protected broadcast content.
According to a statement issued on Wednesday by EFCC’s Head of Media and Publicity, Dele Oyewale, the prosecution counsel, Steve E. Odiase, informed the court that the matter was scheduled for arraignment.
However, defence counsel, S.A. Somairi (SAN), reportedly attempted to halt the proceedings by drawing the court’s attention to a pending preliminary objection.
The judge, however, declined the request and ordered that the plea be taken in line with Section 478 of the Administration of Criminal Justice Act (ACJA), 2015, which allows a corporation to enter a plea in writing through its representative.
One of the charges alleged that Metro Digital Limited, alongside its Managing Director, Ifeanyi John Nwafor, and a staff member, Ikenna Kanu, both said to be at large, conspired between 2015 and 2019 to unlawfully intercept and rebroadcast protected broadcast signals in Port Harcourt, Rivers.
Another charge alleged that the defendants intentionally and without authorisation intercepted and rebroadcast broadcast signals and devices, including tiger boxes and dongles, over which Multichoice Nigeria holds exclusive rights in Sub-Saharan Africa.
The anti-graft agency said investigations into the matter began in 2019 after Multichoice petitioned the commission, alleging that the illegal rebroadcast of its content caused significant financial losses.
Metro Digital Limited, through its representative, pleaded not guilty to all four charges.
Following the plea, prosecution counsel prayed the court to fix a date for trial.
Justice Mohammed subsequently adjourned the case until June 29 and June 30, 2026, for continuation of trial.
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