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Digitization and Big Data in the Ceramic Tile Industry

The globalization of the economy and the arrival of the fourth industrial revolution, or digitalization of industry, means that we need to know the environment better, and companies need to know how to manage production and distribution in order to improve their decision-making and time-saving processes, and ultimately industrial activities. And most importantly they need to know more about their customers. Focusing on production, product and sales in recent decades has led us to focus on customers. For this reason, Big Data has to be considered in processes and resource allocation, and ultimately companies need to learn how to manage their intangible assets alongside their tangible assets.

This process starts with the customer and ends with the customer. For this reason, companies need to do their utmost to properly manage the flow of information in their environment and to have the necessary information and data in a timely and complete manner to help the organization in its business management decisions. Help and build strength. In this new digital-physical world, new principles are emerging in the ceramic tile industry. Such as website traffic analysis, inbound marketing, selling through electronic platforms or e-commerce sales channels. All of which points to the need to work with individuals or teams that have digital skills and are fully aligned with company sales and marketing policies.

One of the indicators for measuring the level of involvement and use of information technologies by companies active in the industry is the digital skill coefficient of individuals and companies. This is an index that indicates the level of knowledge and executive ability of companies in digital skills. Give. In fact, it seems that the digital skills that should be available to companies are not yet fully recognized, despite the fact that in the business world these tools have long existed and are very effective in relation to corporate sales and marketing policies. Be. The very rapid development and ever-expanding evolution of new technologies has made it difficult to stay up to date and only leading technology companies can move along.

In the context of global trade and investment in global technologies and R&D & I, the ceramics industry has also implemented Big Data technology in resource allocation and processes over the past few years. In fact, there is a growing interest in Big Data implementation among ceramic companies in their management and decision making processes. Research results show that the use of new information technology in ceramic companies is already in its infancy and is gradually growing. Today, special focus is on the process of production, sales, product development and maintaining and improving business turnover.

The use of social networks in the ceramic industry has a limited scope and is not seen as a necessity. The use of images, videos and photos is more than anything else. Currently surveys in European countries, companies active in the industry are making the most use of Facebook as a social network in the ceramics industry, followed by YouTube, Instagram and Twitter. These companies use social networks directly in their relationships with distributors, suppliers and customers. The main reasons for using and sharing information and content on social networks are to observe the performance and performance of competitors and what other professional companies have to say about the industry and what programs they have, as well as supplier and What activities do distributors in the value chain do?
One of the main reasons that industry executives focus on using social networks is generally to promote their brand and products, as well as develop business strategies and manage communications.

Finding new products, viewing the competition and researching and updating information about the ceramic tile industry and related sectors are other aspects of using these networks. It takes place within companies and only in some companies does it get outside experts and teams of experts. Therefore the use of new information technologies to manage and improve customer communication is still in its infancy.


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