, April 17 -- However, while benefits of DDC should be obvious to any marketing leader, many South African brands are struggling to get their DDC projects over the line.

These are the reasons why and three actions that can be taken to ensure success.

Unfortunately some brands are still using unsophisticated data collection methods and only doing surface level segmentation like page views, and page engagement.

When it comes to DDC, good delivery hinges on audience strategies, messaging strategies, and measurement strategies. While some brands are getting the customer segmentation right, many (around 80 to 90 percent), have not yet hit the digital maturity level where they are properly tapping into audience personas and without these, DD...