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Why your business needs unified data analytics for growth and success

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By Kehinde Ogundare, Country Head, Zoho Nigeria

Most business leaders will agree that data analytics is a strategic necessity today. Without access to comprehensive data and effective ways to interpret it, organisational decision-makers may find themselves relying solely on intuition while navigating unfamiliar roads in the dark. Gut-based decisions can occasionally lead to success, however, those wins are often more coincidental than a reflection of true strategic insight.

More than 90% of the businesses derive benefits from data analytics strategies

A robust data analytics solution enables businesses to transform raw data into organised, actionable insights across numerous functions. They can span CX—helping personalise interactions based on an analysis of individual preferences and behaviours, growth strategies—allowing teams to identify distinct customer segments basis emerging deal patterns, post-sales support—enabling quick response times by analysing ticket allocation systems and discerning gaps, and so on. It’s no surprise, then, that nearly 92% of organisations reported measurable value from their data and analytics investments in 2023.

Unfortunately, many organisations fail to derive full value from their data analytics strategies. One of the reasons for that is analytics systems not having a full view of what’s happening across the company owing to data silos.

Information silos can affect the quality of data insights

There are numerous reasons why an organisation can end up with fragmented or siloed data, but a key factor is the existence of different tech platforms across various departments. Use of disparate tools for different functions can lead to decentralised management of data. For instance, while the sales team might know how many units of a product a customer has purchased, they may have no visibility into how quickly the customer pays their invoices or how many interactions they’ve had with marketing and communication collateral before making a purchase.

There are other data issues that businesses face too. Among them is poor data quality. This can be caused by manual data collection practices that often yield inaccuracies, inconsistencies, and redundancies. Poor data quality forces businesses to spend a lot of time and resources on cleaning up, which further prolongs the analysis process. The best approach to solve these issues is to digitalise and unify data sources with the right tech platform that interconnects all departments.

The right software matters

Fortunately, with the right software, achieving a unified view of data becomes much simpler. Effective data analytics software will bring disparate data points together and make analysis easier. To do this effectively, the software should provide native integrations with a diverse array of data sources, including local files, feeds, databases, and business applications.

Beyond that kind of integration and unified view, what should organisations look for in business analytics software?

First, it should be accessible to all users—whether they are business users, data analysts, data engineers, or BI specialists—ensuring ease of use and value for everyone. The software should also offer pipeline builders, be compatible with other forms of software, support streaming analytics, deliver real-time insights, and provide unified metrics.

In addition,the software must evolve with a business’ changing data analytics needs. This means supporting features like generative AI analytics, predictive AI, and machine learning capabilities. The ability to trigger actions based on alerts and pipelines, connect to niche business apps, and integrate multiple BI and data analytics tools will further enhance its benefits.

Ultimately, the software should demonstrate clear value by reducing manual effort and streamlining processes, handling large datasets efficiently, and delivering cost and time savings.

The data’s there; now bring it together

Given the clear benefits that good data analytics software offers businesses, embracing it should be a no-brainer. Most organisations already sit on a treasure trove of data; it’s simply not being put to effective use. A unified data analytics software can change that by bringing together disparate data points and providing a consolidated view with actionable insights. Implemented correctly, those insights can supercharge a business’s growth trajectory.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NCAA Orders Overland Airways to Refund VAT Charged on 2025 Tickets

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Nigerian Civil Aviation Authority (NCAA) has directed Overland Airways to refund Value Added Tax (VAT) wrongly charged to passengers on flight tickets purchased in 2025.

NCAA Orders Overland Airways to Refund VAT Charged on 2025 Tickets

NCAA

The directive follows a social media complaint that highlighted the airline’s application of new tax policies to older bookings, prompting NCAA intervention.

Michael Achimugu, NCAA Director of Public Affairs and Consumer Protection, confirmed Friday that Overland Airways agreed to process refunds after receiving clarification from the Nigeria Revenue Service (NRS).

The issue emerged in late January 2026 when a passenger alleged on X (formerly Twitter) that her grandmother faced an extra N11,286 VAT charge at the airport for a 2025 ticket. On January 28, NCAA summoned the airline to justify the additional payments for pre-2026 tickets.

The regulator sought NRS guidance on retroactive VAT application. NRS ruled that updated VAT rules, effective January 1, 2026, exclude tickets issued before that date.

Achimugu updated on X: “This means passengers who paid VAT at check-in in 2026 for 2025 tickets were not supposed to be charged.”

Overland Airways accepted the clarification and pledged refunds, earning NCAA commendation for cooperation. Achimugu noted the airline initially viewed charges as valid under the new framework, but NRS interpretation prevailed.

“The issue has reached a satisfactory conclusion,” he stated, reaffirming NCAA’s commitment to passenger rights and fair policy enforcement.

Affected passengers who paid extra VAT on 2025-issued Overland tickets qualify for full refunds.


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MultiChoice Suspends Yearly DStv Price Hike as Canal+ Pushes Growth

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MultiChoice has said that it will not implement its customary yearly price increase on DStv and GOtv subscriptions.

MultiChoice Suspends Yearly DStv Price Hike as Canal+ Pushes Growth

This is the first time the Pay-TV company will not be adjusting its price in April, as it has in previous years, signalling a clear shift in direction under its new owner, Canal+.

The decision, confirmed by David Mignot, group chief executive,MultiChoice in an interview with TechCentral, comes as the pay television operator grapples with steep subscriber losses across its markets.

For many households accustomed to annual April tariff adjustments, the announcement will be a welcome break.

Responding to questions about whether DStv prices would rise in April as they have in previous years, Mignot gave a firm response: there will be no increase.

He explained that the company’s immediate focus is on rebuilding its subscriber base, making this an unsuitable period to adjust prices upward.

He added that while there are no current plans for a price hike, the company has not completely ruled out adjustments later in the year, especially if economic conditions demand it, such as significant currency movements.

MultiChoice has historically reviewed and raised DStv subscription fees in April, often citing inflationary pressures and rising content costs. As recently as April 2025, bouquet prices were adjusted upwards by between 2.1 per cent and 7.9 per cent.

The DStv Premium package rose from R929 to R979 per month, while DStv Access, the entry-level satellite package, recorded one of the steepest increases.

This year’s pause represents a break from that pattern and forms part of a broader reset following Canal+’s acquisition of MultiChoice in September 2025.

Mignot, who brings three decades of experience in the pay television industry, summed up his mission in simple terms: halt subscriber losses and return the business to growth.

The urgency behind the move is evident in MultiChoice’s recent performance.

The group has lost 2.8 million linear broadcasting subscribers in the two years ended 31 March 2025, with roughly half of those losses occurring in South Africa.

In the financial year to end-March 2025 alone, MultiChoice shed 1.2 million subscribers, representing an eight per cent year-on-year decline and leaving the group with 14.5 million active customers.

The previous year saw an even steeper drop of 1.6 million subscribers. By June 2025, Canal+ indicated that the pace of decline had intensified further.

The financial impact has been significant. Revenue for the year ended 31 March 2025 declined by R4 billion to R52 billion, while trading profit fell sharply by 49 per cent to R4 billion.

According to Mignot, the company’s difficulties stem less from its programming slate and more from weaknesses in its commercial execution.

He argued that in subscription businesses, a churn rate of between 12 and 15 per cent annually is inevitable as customers relocate, experience job losses, adjust household budgets, or change priorities. Without attracting a comparable number of new subscribers each year, losses accumulate.

Mignot maintained that the content offering remains strong, particularly in sport and general entertainment. He cited flagship brands such as SuperSport, M-Net and Africa Magic as evidence of sustained investment in programming. However, he stressed that content strength alone cannot offset a weakening subscriber acquisition engine.

He noted that MultiChoice’s commercial machinery had performed robustly across Africa until around 2022, describing the current challenges as relatively recent.

Drawing on Canal+’s experience in French-speaking African markets, Mignot pointed out that pricing there has remained largely unchanged for close to 14 years, supported by a volume-driven approach. He described his strategy as one focused on growing subscriber numbers while maintaining profitability.

While he did not dismiss the possibility of reviewing prices downward in future, he indicated that no such decision has been taken.


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Spotify Marks 5 Years in Nigeria with 163.5% Listening Surge, Afrobeats Boom

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Spotify marked five years in Nigeria since its February 2021 launch with dramatic year-on-year listening growth averaging 163.5% through 2025, featuring triple-digit surges early on and sustained momentum, propelled by Afrobeats streams rocketing +5,022% alongside booming genres like Amapiano (+10,330%), Gospel/Praise (+5,499%), Hip-hop/Rap (+3,020%), and R&B (+2,602%).

Spotify Marks 5 Years in Nigeria with 163.5% Listening Surge, Afrobeats Boom

Spotify

Indigenous language music listening surged +554% in Nigeria in 2024 and +87% in 2025, with global growth at +141% and +41% respectively, underscoring rising demand for local storytelling sounds.

The platform’s Nigerian artist roster expanded +158%, fueling a discovery boom where average listeners (aged 26) streamed 150 different artists recently; users created over 25 million playlists, logged 1.4 million play hours in 2025 alone, and streamed 59 billion podcast hours total.

Top Artists (2021-2025): Asake, Wizkid, Seyi Vibez, Burna Boy, Davido.

Top Songs: “Remember” (Asake), “Dealer” (Ayo Maff & Fireboy DML), “Awolowo” (Fido), “Kese (Dance)” (Wizkid), “Lonely At The Top” (Asake), “Joy is Coming” (Fido), “With You” (Davido feat. Omah Lay), “Terminator” (Asake), “MMS” (Asake feat. Wizkid), “Doha” (Seyi Vibez).

Nigeria’s debut stream was Shiga Lin’s Cantopop epitomizing borderless discovery from day one.


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