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The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together

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  • ZAHAY, DEBRA
  • PELTIER, JAMES
  • SCHULTZ, DON E.
  • GRIFFIN, ABBIE

Abstract

In this exploratory study of integrated marketing communications (IMC), we bring together relational and transactional data, and sales and marketing views, to investigate whether firms can enhance their position in the market in terms of both marketing-oriented and sales-based performance benchmarks. This article examines, in a business-to-business services context, the relationships between collecting various types of customer transaction and relational data, customer data quality, and two types of business unit performance. The first type of performance is a more traditional sales-oriented metric of sales-oriented business growth, growth in sales, and net income. The second type is a less traditional marketing-oriented metric, called marketing-oriented customer performance, a summed measure of retention rate, share of wallet, lifetime customer value, and return on investment (ROI). An extensive review of different types of transaction and relational data produced two different categories of transaction and relationship information.

Suggested Citation

  • Zahay, Debra & Peltier, James & Schultz, Don E. & Griffin, Abbie, 2004. "The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 3-18, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:3-18_04
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    Cited by:

    1. Avraam Papastathopoulos & Christina C. Beneki, 2011. "Predicting Innovation Activity In European Manufacturing Firms: A Multi-Country Empirical Study," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(2), pages 49-65.
    2. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    3. Marco Ieva & Cristina Ziliani, 2019. "Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 39-54.
    4. McCarty, John A. & Hastak, Manoj, 2007. "Segmentation approaches in data-mining: A comparison of RFM, CHAID, and logistic regression," Journal of Business Research, Elsevier, vol. 60(6), pages 656-662, June.
    5. Peltier, James W. & Zahay, Debra & Lehmann, Donald R., 2013. "Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 1-13.
    6. Ayaz Ahmad & Salniza Md. Salleh & Selvan a/l Perumal, 2018. "Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(4), pages :544-560, December.

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