oa South African Journal of Information Management - Comparative analysis of the use of data marts in two different manufacturing organizations



Customer knowledge plays a vital part in organizations today, particularly in sales and marketing processes where customers can either be channel partners or final consumers. Managing customer data and / or information across business units, departments and functions is vital. Frequently, channel partners gather and capture data about downstream customers and consumers, which organizations further upstream in the channel incorporate into their information systems for the purpose of management information delivery to their users. The purpose of the research was to determine whether there was a significant difference in the use of sales and marketing data marts as management information delivery mechanisms where manufacturing organizations use third-party distributions in different industries. The focus was on pharmaceutical and branded consumer products. The case studies presented in this article indicated that there were significant differences between the use of sales and marketing data marts in different manufacturing industries, which can be ascribed to the industry, both directly and indirectly.


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