Demand-Driven Supply Chains: A framework for Synchronizing Marketing Analytics with Logistics Operations

Authors: Mubiru Joshua John, Elizabeth Mathew Kambona

DOI: https://doi.org/10.37082/IJIRMPS.v13.i3.232583

Short DOI: https://doi.org/g9p93n

Country: China

Full-text Research PDF File:   View   |   Download

Abstract: Since the market moves fast and you want to serve your customers well, it is important for every team member to have the same understanding. A major problem is that marketing analytic data is often unconnected to the process of logistics in the supply chain. Insights from customers and their shopping habits are gathered by marketing, while logistics depends on previous sales or projections to act. The paper proposes a new system to help align marketing analytics with logistics in building DDSCs. The purpose is to design a flexible system that changes to real-time demand and maintains efficient operations. At the beginning, a careful review of literature looks into the change from traditional supply chains to models driven by demand and it highlights the growing value of predictive and prescriptive analytics. Combining systems theory and the RBV, this study builds a multi-factor connection between customer analysis (like segmenting, running campaigns and reviewing feedback) and main logistics areas such as inventory control, transport scheduling and making demand forecasts. The authors offer examples from case studies and interviews to support the idea that companies that closely align their marketing and logistics departments are able to satisfy their customers, avoid shortages in stock and make the best use of their inventories. It also examines important technologies such as ERP, CRM and advanced analytics, checking how they assist in uniting various business functions. Often, it brings to attention organizational issues such as out-of-sync KPIs, broken data and little cooperation among different teams which prevent the company from becoming more synchronized.
As a result of these findings, experts see that synchronization isn’t just focused on technology; it is vital for the company’s strategy. At the conclusion of this paper, we’ll consider the consequences for future areas such as making real-time support systems, outlining rules for data and developing scales to track various results. The study demonstrates that using data and agile methods at once helps businesses ensure their supply chains react sufficiently and appropriately to changing customer needs.

Keywords:

Paper Id: 232583

Published On: 2025-06-14

Published In: Volume 13, Issue 3, May-June 2025

Share this