Dr Adeolu Dairo
Lecturer in Marketing
My profile
Biography
I am a Consumer Marketing and Commercial professional with over 15 years of experience in the Mobile Telecommunication Industry in three different markets (Guinea Bissau, Cameroon and Nigeria). Adeolu is an expert in driving business performance in large consumer enterprise through robust marketing and commercial strategy by leveraging analytics and data across the enterprise.
He has set up Consumer Marketing Analytics and Customer Value Management (CVM) functions in many telecommunication firms across many markets. He has also consulted for many International Development Organisations in Africa such as WaterAid, by developing flexible strategies, processes, and business models capable of adapting to the rapid pace of technology, competitive, and regulatory change.
Adeolu has taught Marketing Innovations and Digital Analytics courses at Business School Netherlands (BSN) and University of Pecs in Hungary. His research interest focuses within the space of consumer digital marketing and analytics.
Teaching
Why Consumer Marketing & Digital Analytics
With over 4.5 billion active internet users and 3.8 billion connected people on the social media around the world, brands are struggling on how to drive business performance by leveraging consumer data across their enterprise. Brands and businesses need robust analytics tool and skills to maximise the growing consumer data to drive business performance.
I teach how marketers and businesses drive business performance through analytics and data across the enterprise.
Research outputs
Dairo, A., Beyioku, A. (2022). Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market. In: Adeola, O., Edeh, J.N., Hinson, R.E. (eds) Digital Business in Africa. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan
Adeolu Dairo & Krisztián Szűcs (2022) Battle for digital customer ownership between the Telcos and Over-the-Top (OTT) players: Emerging market perspective, African Journal of Science, Technology, Innovation and Development, 14:2, 556-563
Dairo A., Szűcs K. (2021) Fuzzy Analytics Application in Digital and Consumer Marketing: A Literature Review”. In: Rocha Á., Reis J.L., Peter M.K., Cayolla R., Loureiro S., Bogdanović Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, Vol 205. Springer, Singapore
Adeolu Dairo and Krisztián Szűcs (2020) Analytical approach to digital channel performance optimization of mobile money transactions in emerging markets”, Innovative Marketing, 16(3), 37-47
Adeolu Dairo & Krisztián Szűcs (2020) A Fuzzy Logic Expert System for Pricing Digital Services: The Case of Price Adjustment for a Mobile Service Provider, International Journal of Fuzzy Logic and Intelligent Systems, 20(3):227-241
Adeolu Dairo & Krisztián Szűcs (2020) Fuzzy Expert Pricing Systems and Optimization Techniques in Marketing Science, Frontiers in Artificial Intelligence and Applications (FAIA), IOS Publisher
Adeolu Dairo & Krisztián Szűcs (2019). Towards Fuzzy Analytics for Digital Video Advertising Campaign Effectiveness and Customer Experience, International Journal of Fuzzy Logic and Intelligent Systems (IJFIS), 19(3), 332-341