DMEF Direct/Interactive Marketing Research Summit: October 13-14, 2012Las Vegas, NV 

1. An Integrated IMC Data Framework
DMEF Direct/Interactive Marketing Research Summit: October 13-14,
2012
Las Vegas, NV
James Peltier
Professor of Marketing
University of Wisconsin, Whitewater
Marketing Department
College of Business and Economics
Debra Zahay
Associate Professor of Interactive Marketing
Marketing Department
Northern Illinois University
Anjala S. Krishen
Assistant Professor
Department of Marketing, Lee Business School
University of Nevada, Las Vegas

2. Agenda
• Background/Motivation
• Prior Work
• Hypotheses
• Method
• Results
• Implications

3. Managerial View of the Learning Organization
Competitive Advantage
Learning Activities
4. Interpret
3. Disseminate
2. Remember
1. Generate

4. Zahay, Peltier and Krishen (2012) Examined a
Hierarchical Framework for IMC Data

5. Relationships Supported in General, Transactional,
Contact Data More Important in Relation to Customer
Data Quality, Touchpoint Data Less So
Offers and
Communications
Customer Info and
Collection Points

6. The Strategic CRM Context (Payne and
Frow 2005)

8. Multi-Stage Research Method & Analysis
• Qualitative Study
• Pre-Test
• Final Survey
• Exploratory Factor analysis, correlation
analysis, Coefficient Alphas, CFA
• SEM to determine relationship between use
of customer data types and CRM Data
Quality

9. Method: Survey Data Collection
• Data Collection:
– 525 mailed
– Three waves, one mail wave, one including $2 bill and
one telephone follow up wave
– 32 % response rate
• 170 Executives in Financial Services
– 50% primarily b2b and 40% b2c, rest other trade
relationships
– 50% had retail relationships, 27% relied on outside sales
– 10% online sales
– Executives had typically twenty years of experience
• 166 useable surveys
• Response: Percent of Time Data Collected

10. What is CRM System Quality (α = .76)?
Overall, Data is of high quality when it reflects perceived
reality. In our context, we measured managers’
perception of:
1.Overall Quality of Internet and Email data
2.Overall Quality of Loyalty/Retention Data
3.Overall Quality of Contact Management Data and
4.Overall Quality of CRM data capabilities
• 5-Point Scale
• 5=Strongly Agree
• 1=Strongly Disagree

11. Customer Performance Measured by
Long-Term Customer Profitability
Customer Performance (α = .76):
1. Customer Retention on an annual basis,
2. Cross-Selling, and
3. ROI on a customer basis.
“To the best of your knowledge, please rate your
business unit’s performance in the past 2-3 years
relative to the competition” on a 1 = lower to 5 = higher
scale.
• 5-Point Scale
• 5=Higher
• 1=Lower

12. Independent Variables Measured Percent of
Time Data Types Collected
• Personalization/Tracking Data (α = .89): • RFM/Transactional Data (α = .83):
1. Tracking marketing offers/messages
made to customers, 1. Last purchase date,
2. Tracking marketing offers/messages
responded to by customers 2. Revenue by product,
3. Tracking method of contact for 3. Total Revenue from Customers
marketing offer
• Pyscho-Demographic Data (α = .75): 4. Length of time as customer
1. Lifestyle data
2. Psychographics • Message/Offer Personalization
3. Demographics Data (α = .82):
• Customer Touchpoint Data (α = .76) :
1. Email 1. Tailor marketing offers to
2. Service customers
3. Internet
4. Telephone 2. Tailor communications to
customers
3. Tailors communications to
prospects

13. Implications
• Performance link from Data Quality
• Firms need to be more vigilant than ever in
tracking transactional and psych-demographic
data
• Personalization and Content data leads to
increased customer touchpoint data
• Touchpoint data eventually leads to CRM
system Quality, CRM Performance,
completing the loop, validating the cycle

14. Contacts and Questions
James Peltier
University of Wisconsin, Whitewater
262-472-5474
peltierj@uww.edu
Debra Zahay
Northern Illinois University
815-753-6215
zahay@niu.edu
Anjala S. Krishen
University of Nevada, Las Vegas
540-588-3961
anjala.krishen@unlv.edu
“Building the foundation for customer data
quality in CRM Systems for financial services firms,”
Journal of Database Marketing and
Strategy Management, Volume 19, Number 1,
pages 5-16
Peltier, J.W., Zahay, D.L. and Lehmann, D.L.
(2012 Forthcoming), "Organizational Learning and
CRM Success: A Model for Linking Organizational
Practices, Customer Data Quality, and
Performance," Journal of Interactive Marketing.