Proceedings of The 3rd International Academic Conference on Management and Economics
Year: 2021
DOI: https://www.doi.org/10.33422/3rd.conferenceme.2021.06.238
Digital Transformation in Marketing through a Customer Knowledge Management approach for Startups and SMEs: An EdTech Startup Case Study
Menatalla Kaoud, Noha A. Alaa El Dine
ABSTRACT:
Technologies transform marketing organizations; and the key challenge for startups and Small and Medium Enterprises (SMEs) would be to exploit the potential of digital transformation is by having a holistic management approach towards Knowledge Management (KM) in the digital context. This paper addresses a central question from a resource-based perspective: how startups and Small and Medium Enterprises with inadequate capabilities and limited resources drove digital transformation in marketing? Customer Knowledge Management (CKM) is an integration between the approaches of Knowledge Management and Customer Relationship Management (CRM). This paper examines the evolving role of Data Science in relation to Marketing for effective Customer Knowledge Management in startups and SMEs. Adopting a case study methodology in EdTech startup based in Egypt, this paper suggests technological tools that help startups and SMEs with limited resources and capabilities take advantage of Data Science in relation to Marketing and extract valuable customer knowledge to improve CRM effectiveness. The case study also shed light on relevant organizational factors that could help such organizations align the CRM business processes with IT infrastructure. This research provides some guidance, from organizational perspective, to startups and SMEs in their digital transformation in marketing.
Keywords: Digital Transformation, Customer Knowledge Management, CRM, Marketing, Data Science.