Advertising Analytics for Actionable Insights at Ramco Cements Limited

Abstract

Ramco Cements Limited (RCL) is one of the older cement companies and has been a trendsetter in adopting IT practices within the industry. It was one of the earliest adopters of the IT system and had successfully used it in multiple areas: reducing logistics cost, predicting customer demand and improving overall network efficiency. RCL innovated to leverage its existing IT infrastructure to completely overhaul the way its sales force agents operated and the methods by which their performance was continuously monitored by supervisors. The newly developed system helped executives at RCL undertake better decisions across various business areas. This made identification of trends and patterns and deeper analysis to find root causes far more discernible and it resulted in improved business efficiency. The IT team also focused on the challenging problem of optimizing advertisement slots and placements and monitoring them using real time data. Given the limited advertising budget, executives at RCL needed to be judicious in deciding the location of the hoardings/billboards so as to maximize exposure among customers and get the most return on the investment. The leadership at RCL was also interested in identifying other areas within its domain of operation whose business efficiency could be improved through adoption of analytics. Should RCL invest in newer and more advanced technologies or extend the existing technologies/systems or attempt both? Should the system also focus on predicting and recommending billboard locations, sizes and layouts? How else can analytics be leveraged by RCL to become a truly transformed company?