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

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.