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EXPLORING THE MARKETING ANALYTICS PRACTICES IN CEMENT INDUSTRY A CASE STUDY APPROACH FOR A CEMENT COMPANY ASSOCIATED WITH INDIGENOUS CONGLOMERATE

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02 Pages : 10-22

http://dx.doi.org/10.31703/gmsr.2020(V-IV).02      10.31703/gmsr.2020(V-IV).02      Published : Dec 2020

Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate

Abstract

    The dawn of 4th industrial evolution (4.0) in emerging economies, has been a paradigm shift for data consumption in cement companies, where value input from marketing analytics is apparent but holistic understanding is lacking. The cement industry is facing problems in terms of utilising the benefit from marketing analytics reservoirs, at the organisational level, by taking initiatives, depicting issues and remedial steps, and projecting the future possibilities. The objective of this research was to fill this gap. For this purpose, a series of interview sessions from various levels of management at the cement company head office was conducted, followed by transcription, codification, funnelling and triangulation. The results depicted that 'initiatives & benefits' stage is most significant. The collective learning is about cross-functionality of the marketing department for competency designs (marketing and logistics), teaming with IT, training for insight reports understanding, the inclination to data-driven decisions, a steady but comparatively slow shift to analytics in overall marketing operations.

    Marketing Analytics, Automation, Cement Industry, Industry 4.0, Business Analytics

    (1) Imran Bashir Dar
    Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan.
    (2) Abdul Zahid Khan
    Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan.
    (3) Sadaf Kashif
    Assistant Professor, Iqra University Islamabad Campus, Pakistan.
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Cite this article

APA

    APA : Dar, I. B., Khan, A. Z., & Kashif, S. (2020). Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate. Global Management Sciences Review, V(IV), 10-22. https://doi.org/10.31703/gmsr.2020(V-IV).02

CHICAGO

    CHICAGO : Dar, Imran Bashir, Abdul Zahid Khan, and Sadaf Kashif. 2020. "Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate." Global Management Sciences Review, V (IV): 10-22 doi: 10.31703/gmsr.2020(V-IV).02

HARVARD

    HARVARD : DAR, I. B., KHAN, A. Z. & KASHIF, S. 2020. Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate. Global Management Sciences Review, V, 10-22.

MHRA

    MHRA : Dar, Imran Bashir, Abdul Zahid Khan, and Sadaf Kashif. 2020. "Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate." Global Management Sciences Review, V: 10-22

MLA

    MLA : Dar, Imran Bashir, Abdul Zahid Khan, and Sadaf Kashif. "Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate." Global Management Sciences Review, V.IV (2020): 10-22 Print.

OXFORD

    OXFORD : Dar, Imran Bashir, Khan, Abdul Zahid, and Kashif, Sadaf (2020), "Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate", Global Management Sciences Review, V (IV), 10-22

TURABIAN

    TURABIAN : Dar, Imran Bashir, Abdul Zahid Khan, and Sadaf Kashif. "Exploring the Marketing Analytics Practices in Cement Industry: A Case Study Approach for a Cement Company Associated with Indigenous Conglomerate." Global Management Sciences Review V, no. IV (2020): 10-22. https://doi.org/10.31703/gmsr.2020(V-IV).02