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

Published online by Cambridge University Press:  06 May 2004

DEBRA ZAHAY ,
JAMES PELTIER ,
DON E. SCHULTZ  and
ABBIE GRIFFIN
DEBRA ZAHAY
Affiliation:
Northern Illinois [email protected]
JAMES PELTIER
Affiliation:
University of [email protected]
DON E. SCHULTZ
Affiliation:
Northwestern [email protected]
ABBIE GRIFFIN
Affiliation:
University of Illinois at [email protected]
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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.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 3 - 18
Copyright
© Copyright © 1960-2004, The ARF

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