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Terragon, Microsoft Partner to Take African Businesses to New Heights
Microsoft, through its Africa Transformation Office, is partnering with Terragon to support its cloud capabilities; Terragon plans to leverage Microsoft’s cloud technologies to provide brands with powerful consumer insights.
Business owners in Africa will have access to a wide range of powerful customer insights thanks to a partnership between Terragon and Microsoft. The three-year agreement will further Terragon’s work in the marketing technology (MarTech) space, while also driving Microsoft’s ambition to enable digital transformation using the cloud.
Terragon is a leading data and marketing company with a mission to build Africa’s largest and most unique data-powered marketing cloud ecosystem to help businesses on the continent better understand their customers. The marketing company leverages data and technology to help brands reach, engage and deliver more meaningful mobile experiences to consumers. Using cloud-based solutions, Terragon is able to provide its customers with in-depth analytics and insights into customer engagement that better tells the story of the African consumer.
Terragon’s customers include both enterprises and SMBs that cover a range of industries such as fast-moving consumer goods (FMCG), financial services and consulting services. The company supports brands in the management of first-party data, and improved targeting and segmentation to deliver personalised engagements online and offline.
The partnership with Microsoft will support Terragon’s vision of using innovation to make mobile meaningful while also helping businesses on the continent to harness the power of cloud technology.
“We evolved into an enterprise solution company in 2018, and since then we’ve worked with a wide spectrum of over 30 multi-national enterprises and 8,000 SMBs, helping them achieve better ROI on their marketing spend and improving customer experience through the power of data-driven marketing,” says Chimezie Okonkwo, Senior Vice President of Data, Infrastructure, and Platforms at Terragon.
“This Microsoft partnership is exciting because it validates our mission which has been to build the largest data-powered marketing cloud ecosystem in Africa.
“Deploying Microsoft tools and solutions will help us accelerate our goal of adding value to businesses by increasing marketing cost efficiencies, becoming more intelligent in our insights and delivering more meaningful and personalised engagements to customers on mobile.”
Gerald Maithya, General Manager, Africa Transformation Office at Microsoft, emphasised that the collaboration underscores Microsoft’s dedication to fostering sustainable digital growth in Africa.
“Working with businesses like Terragon that prioritise cloud-based solutions in their own operations and with their own customers better supports the acceleration of digital transformation on the continent,” says Maithya.
“Through our work with Terragon, businesses of all sizes will have access to the latest cloud technologies to achieve their business goals and contribute to Africa’s economic growth and development. This partnership supports our efforts to be the preferred and trusted partner for cloud innovation on the continent.”
Organisations today face a data paradox: they need to make fast, intelligent decisions but are overwhelmed by large volumes of often unreliable information. With over 75% of business leaders under pressure to prove data’s value, the demand for trusted, actionable insights has never been greater.
What is agentic analytics
Agentic analytics allows users to collaborate with AI agents to speed up the entire data-to-action process. Instead of relying on static visualizations, analysts can use AI to automate tasks like data preparation and ETL (extract, transform, load processes), freeing them to focus on deeper analysis. Business leaders can ask natural language questions and get instant, reliable answers along with recommended actions. This makes data-driven decision-making easier and more efficient, removing the need for technical expertise and manual effort typical of traditional BI tools.
- Automate repetitive data tasks like data cleaning, transformation, and visualization generation, as well as the execution of complex, multi-step analytical workflows within and across different business areas. This builds on Tableau’s strength in simplifying complex data for users.
- Proactively deliver faster, more comprehensive insights by autonomously detecting hidden correlations, outliers, and trends that might be missed by human observation. This enhances Tableau’s focus on user-driven insights by providing AI guidance.
- Enable more contextual and effective action through natural language summaries, visualisations, and data-driven recommendations, insights delivered where people work with an enterprise-class workflow engine that enables users to kick off automated actions. This extends Tableau’s ability to drive action from data, making it more seamless within the Salesforce ecosystem.
Built on the trusted Salesforce Platform and leveraging the power of Data Cloud, Tableau Next delivers enterprise-grade performance, robust security, and flexible, zero-copy data integration for seamless data connectivity. Tableau Semantics, an intelligent semantic layer, provides a unified understanding of information, ensuring data consistency and accelerating the discovery of critical insights. The built-in workflow engine in Tableau Next seamlessly translates insights directly into actionable steps, dramatically accelerating the time to value. The key differentiator is the native integration with Agentforce, Tableau Next equips humans and AI agents with pre-built analytical skills to rapidly transform data into tangible business value, marking a significant leap forward in data-driven decision-making. It includes:
- Data Pro: Your Intelligent Data Prep Assistant. Instead of users manually cleaning up and changing data using complex steps (like in traditional ETL), Data Pro will give smart suggestions on how to do it and even automatically handle some of the complicated changes, saving time and effort.
- Concierge: Instant Answers in Plain Language. Get immediate, reliable answers to data questions. Sales teams, for example, can simply ask “What are my best sales opportunities?” and receive clear insights with recommended actions.
- Inspector: Proactive Data Monitoring & Insights. Continuously tracks your data for key changes, analyzes trends, and predicts improvements. Service teams can be instantly alerted to drops in customer satisfaction, enabling immediate action.
Ensuring Data Trust and Accuracy:
- Tableau Semantics: Tableau Semantics serves as the semantic layer, providing Tableau Next and Agentforce with a unified understanding of business data. By establishing consistent definitions and context, it enables AI agents to generate accurate and relevant responses.
Boosting Efficiency:
- Marketplace: Allows users to easily share and reuse data analysis components (like data assets, connections, metrics, visualizations, dashboards), saving time and ensuring everyone is working with the same information.
“Tableau Next helps businesses achieve faster, more impactful results with their data,” said Ryan Aytay, CEO of Tableau. “We’re shifting from basic reports to a world where AI is a collaborative decision-making partner. By combining AI agents with trusted data and easy-to-use tools, we’re making data accessible to everyone and transforming the data-to-action process into an automated, proactive, and insight-driven cycle. This empowers users to improve decision-making, boost efficiency, and manage risk more effectively.”
Chinese-founded e-commerce platforms Temu and Shein have announced upcoming price increases for U.S. customers, citing higher operating expenses due to tariffs imposed during former President Donald Trump’s administration.
These tariffs include a 145% import tax on most goods made in China and the elimination of the “de minimis provision,” which previously allowed goods valued under $800 to enter the U.S. duty-free.
The changes, effective May 2, have disrupted the business models of both companies, known for their ultra-low prices and extensive digital marketing campaigns.
Temu and Shein, which specialize in affordable products ranging from clothing to electronics, have urged customers to shop before the price adjustments take effect.
The companies aim to minimize the impact on consumers while adapting to the new trade rules.
These developments come amid concerns from U.S. lawmakers and business groups about the competitive advantage of inexpensive Chinese goods and the potential entry of counterfeit products through the now-canceled exemption.
Google has opened applications for the 2025 Google for Startups Accelerator Africa program, a three-month initiative designed to support early-stage startups using artificial intelligence to address Africa’s most pressing challenges.
Across the continent, startups are demonstrating how local innovation can solve deeply rooted problems. In West Africa, Crop2Cash – an agritech platform and alumni of the program – is using AI to digitally onboard smallholder farmers, build their financial identities, and provide them with access to credit, traceable payments, and productivity tools.
Through these efforts, Crop2Cash is improving agricultural outcomes and unlocking economic opportunity for farmers who have long been excluded from formal systems—illustrating the kind of impact that’s possible when African startups receive the support they need to scale.
The Accelerator is open to Seed to Series A startups based in Africa that are building AI-first solutions. Startups must have a live product, at least one founder of African descent, and a clear vision for responsible AI innovation. Selected participants will receive:
Dedicated technical mentorship from Google and industry experts
Up to $350,000 in Google Cloud credits
Access to a global network of investors, partners, and collaborators
Workshops focused on technology, product strategy, people leadership, and AI implementation
AI’s potential to accelerate Africa’s development is real, and Google is investing in ensuring that African startups lead that charge. According to McKinsey, AI could add $1.3 trillion to Africa’s economy by 2030, but only if bold innovation is supported at the grassroots.
“Startups are Africa’s problem solvers. With the right resources, they can scale their impact far beyond local communities,” said Folarin Aiyegbusi, Head of Startup Ecosystem, Africa at Google.
“This program reflects our belief that AI can be transformative when shaped by those who understand the context deeply.”
Since 2018, the program has supported 140 startups from 17 African countries. These alumni have raised more than $300 million in funding and created over 3,000 jobs. Many are now regional and global leaders in their categories.
Applications for the 2025 cohort are now open. Startups interested in participating can apply at: https://startup.google.com/programs/accelerator/africa
For further information and updates, visit the Google Africa Blog or follow @GoogleAfrica on social media.
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