Blog
Signal reports and market intelligence from the Datalytics team.
The Retail Growth Illusion
Footfall tells you people showed up. It doesn't tell you whether the location was ever worth showing up to. Retailers across East Africa are still confusing the two.
1 August 2026
Signal ReportsFrom Viral Moments to Brand Memory
Culture is no longer the backdrop to marketing — it's one of its primary competitive arenas. The brands that win won't be the fastest to react. They'll be the ones who know when not to.
1 July 2026
Signal ReportsThe Insurance Measurement Gap
A customer sees a TV ad, searches on Google, talks to an agent, gets a referral, and buys three months later. Most insurers still can't say which of those touchpoints actually earned the sale.
1 June 2026
Signal ReportsWhy Trust Infrastructure Is the Next Competitive Advantage
The next competitive advantage in financial services will not come from who automates fastest. It will come from who stays most trusted while scaling automation — and most institutions are optimising for the wrong half of that equation.
1 May 2026
- Signal Reports
The East Africa Media Intelligence Gap
FMCG brands are making billion-shilling media decisions without benchmarks. Buying media without them converts budget into exposure, not market share — and the gap between the two is bigger than most planners assume.
1 April 2026
- Signal Reports
Telcos Aren't Connectivity Companies Anymore
Telcos have become critical infrastructure brands, and that shift makes trust a balance-sheet asset. Marketing cannot outspend broken trust — trust is the multiplier that decides whether the spend works at all.
1 March 2026
- Signal Reports
The Spend-To-Growth Engine
When a bank spends below its fair share of voice, nothing breaks immediately — the damage shows up in the P&L six to eighteen months later, once it’s too late to trace back to the decision that caused it.
1 February 2026