Leveraging Marketing Analytics for Digital Transformation: A Case Study of Pakistan’s Cement Industry
DOI:
https://doi.org/10.22555/ijelcs.v10i1.1362Keywords:
Marketing Analytics, Descriptive case study, Transformation, Strategies and Metrics, NVivoAbstract
Marketing analytics is a new, complicated, multidisciplinary field that the research community has explained with several hypotheses. The 4th industrial revolution has created economic prospects in marketing analytics techniques and measurements. Based on the lapses in marketing analytics literature and important studies on developing economies, this research gap is fresh and urgent. The gap analysis and literature research show understanding, implementation, strategies, initiatives, concerns and challenges, and corrective activities as a network of constructs that need to be examined using descriptive case study. The literary reasoning of methodological rigour supports a descriptive case study method for describing a nascent and complex phenomenon to expand the literature and develop a conceptual framework. For originality, indigenous corporate research, the case study is on a cement company that is part of a hybrid conglomerate, which has business and social welfare perspective. The chosen corporation is part of a developing economy's top ten corporate conglomerates. The company's distinctiveness is that it is controlled by largely army forces personnel and common public, focuses on business and welfare, and has not been investigated much due to severe rules developed from institutional culture of forces. Purposive sampling was used since the problem required specialists from varied domains with relevant and remarkable expertise for "knowledge-thickness." Interviews were conducted with the company's senior, middle, and lower executives and officers. Response content and theme mapping was done in NVivo. Marketing analytics is a strategy shift that requires a clear connection between organisational transformation, matching strategies and projects, relevant metrics, field difficulties, and remedial actions. Failures are inevitable when change occurs in silos without a rigorous transition. The study's major contribution, is that it shows the "How" and "What" of ecosystem change through marketing analytics, according to Rouse (2005), by pattern identification and thick explanation of major set of measurements, multi-layered challenges, and remedies.
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