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Kashaf Saleem

Bio: Kashaf Saleem is an academic researcher. The author has contributed to research in topics: Middle management & Consumer behaviour. The author has an hindex of 1, co-authored 1 publications receiving 10 citations.

Papers
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Journal ArticleDOI
TL;DR: In this article, the authors examined the adoption practices and how companies can aim to enhance shareholder value by bringing about "customer centricity" by engaging in Data Driven-Marketing (DDM).
Abstract: In the current business environment, more uncertain than ever before, understanding consumer behavior is an integral part of an organization's strategic planning and execution process. It is the key driver for becoming a market leader. Therefore, it is important that all processes in business are customer centric. Marketers need to harness big data by engaging in data driven-marketing (DDM) to help organizations choose the “right” customers, to “keep” and “grow” them and to sustain “growth” and “profitability”. This research examines DDM adoption practices and how companies can aim to enhance shareholder value by bringing about “customer centricity”.,An online survey conducted in 2016 received 180 responses from junior, middle and senior executives. Of the total responses, 26% were from senior management, 39% from middle management and the remaining 35% from junior management. Industries represented in the survey included retail, BFSI, healthcare and government, automobile, telecommunication, transport and logistics and IT. Other industries represented were aviation, marketing research and consulting, hospitality, advertising and media and human resource.,Success of DDM depends upon how well an organization embraces the practice. The first and foremost indicator of an organization's commitment is the extent of resources invested for DDM. Respondents were divided into four categories; Laggards, Dabblers, Contenders and Leaders based on their “current level of investments” and “willingness to enhance investments” soon.,With storming digital age and the development of analytics, the process of decision-making has gained significant importance. Judgment and intuition too are critical to the process. Choosing an appropriate action cannot be done strictly on a rational basis.,The results of the study offer interesting implications for managing the growing sea of data. An iterative and incremental approach is the need of the hour, even if it has to start with baby steps, to invest in and reap the fruits of DDM. The intention to use any system is always dependent on two primary belief factors: perceived usefulness and perceived ease of use; however, attitudes and social factors are equally important.,There is a dearth of knowledge with regards to who is and is not adopting DDM, and how best big data can be harnessed for enhancing effectiveness and efficiency of marketing budget. It is, therefore, imperative to build a knowledge base on DDM practices, challenges and opportunities. Better use of data can help companies enhance shareholder value by bringing about “customer centricity”.

22 citations


Cited by
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Journal ArticleDOI
TL;DR: A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects that are oriented toward the deployment and adoption of the analytical ML tools in digital marketing.
Abstract: Exponential technological expansion creates opportunities for competitive advantage by applying new data-oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data. This functionality greatly impacts and streamlines the strategic decision-making process of organizations. The research gap analysis revealed that a little is known about marketers’ attitude toward, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of the ML-driven analytical tools by three distinct groups: marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted on a sample of these organizations operating in Slovakia. The findings highlight: 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies; 2) the lack of knowledge about emerging technologies, such as ML and artificial intelligence (AI); 3) the potential application of the ML tools in marketing, and; 4) the low level of adoption and utilization of the ML-driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects that are oriented toward the deployment and adoption of the analytical ML tools in digital marketing.

63 citations

Book ChapterDOI
16 Apr 2019
TL;DR: The research uses a systematic literature review, which includes more than one technique of data analysis in order to generate comprehensiveness and rich knowledge and suggests the need to deepen scientific research in the fields of public administration, governmental law and business economics, areas where digital transformation still stands out from artificial intelligence.
Abstract: The aim of this paper is to provide an overview on how artificial intelligence is shaping the digital era, in policy making and governmental terms. In doing so, it discloses new opportunities and discusses its implications to be considered by policy-makers. The research uses a systematic literature review, which includes more than one technique of data analysis in order to generate comprehensiveness and rich knowledge, we use: a bibliometric analysis and a content analysis. While artificial intelligence is identified as an extension of digital transformation, the results suggest the need to deepen scientific research in the fields of public administration, governmental law and business economics, areas where digital transformation still stands out from artificial intelligence. Although bringing together public and private sectors, to collaborate in the public service delivery, presents major advantages to policy makers, evidence has also shown the existence of negative effects of such collaboration.

35 citations

Journal ArticleDOI
TL;DR: In this article, a hierarchical model on customer analytics-driven value creation capability (CAVCC) is presented, which identifies the direct and indirect impact on sustained competitive advantage in which customer linking plays a mediating role.

28 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explored three Saudi-Arabian public sector organizations and analyzed the results using the attention-based view of the organization (ABV) as the theoretical lens.

25 citations

Journal ArticleDOI
TL;DR: In this article, the authors proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time, which minimizes the literature gap by forming knowledge on big databased strategic orientation and framing a multidimensional framework for guiding managers.
Abstract: Big data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.,The study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.,The findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace.,The study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review.,The study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.

22 citations