2019

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Browsing 2019 by Author "Rukham Bashir"

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    Leveraging Data Analytics to Maximize Business Outcomes; a Comparison across ICT SMEs in Pakistan
    (UMT, Lahore, 2019) Rukham Bashir
    Data analytics and its contribution of improving business performance is creating a hype in discussion, research and practice. With the emergence of IT enabled services, consumer generated data on online platforms is increasing day by day and henceforth bringing up challenges of measurement and analysis. This study identifies that measuring marketing performance to track business result remained a challenge for marketers to prove their abilities in highlighting campaign performance to scale business gains, especially in resource restrained SME sector. This study aims to explore the contributions of digital marketing efforts with application of data analytics approach to maximize business outcomes in terms of measurement and its impact on business outcomes. A qualitative approach is taken to analyze data from 20 respondents companies in different ICT services. This study concludes that measurement process with a refined approach to meet targets can lead to standardize the metrics that reduces market tensions. The study suggest the components for a data driven approach i.e. integration of data sources, appropriateness of measurement techniques, selection of metrics and analysis of impact can influence overall business performance. Therefore, analysis of marketing efforts is divided into four stages. This study identifies the similar practices in measuring digital marketing efforts with data techniques and tools and identifies the gap of data driven mindset in light of results obtained. It was found that ICT SMEs are growing with a data driven mindset and planning for future improvements, however, e-realty in Pakistan is lagging behind other industries in terms of knowledge and approach to data driven marketing that is limited to target settings for acquisition rather than creation of personalized marketing for long-term retention. The future directions and implications of this study are discussed in last where most important is the testing of the model with another research method and on large population for refining results and improving validity of findings.