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The Standard Group Plc is a
multi-media organization with investments in media platforms spanning newspaper
print operations, television, radio broadcasting, digital and online services. The
Standard Group is recognized as a leading multi-media house in Kenya with a key
influence in matters of national and international interest.
For generations, marketing has been viewed as an art, a field dominated by intuition and creative sparks. Many seasoned professionals, including myself, have stories of campaigns launched with high hopes based purely on a "feeling," only to face disappointing results.
These experiences, common across the industry, have sparked a profound transformation: A scientific revolution that is reshaping marketing into a data-driven discipline. We are moving beyond guesswork, embracing the power of data to truly understand our customers. This does not diminish the role of creativity; instead, data amplifies it, providing the insights needed to craft campaigns that resonate with unprecedented precision and impact.
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