Debra Zahay

Debra Zahay
Saint Edward's University · MSB Marketing Operations and Analytics

Ph.D University of Illinois

About

57
Publications
88,362
Reads
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1,659
Citations
Introduction
Dr. Zahay's research suggests that Customer Information Management is a multi-faceted organizational operation. Companies must consider having three things to have high quality customer data: 1) A corporate strategy consistent with data collected 2) A clear mission and vision for data collection and use 3) Shared data and organizational cooperation This research shows a link between managing data well (especially data quality) and company performance.; also explores information use in NPD.
Additional affiliations
July 2018 - present
Saint Edward's University
Position
  • Managing Director
August 2015 - June 2019
Saint Edward's University
Position
  • Chair
August 2013 - August 2015
Aurora University
Position
  • Professor
Education
August 1996 - July 2000

Publications

Publications (57)
Article
Full-text available
This exploratory research suggests that undergraduate marketing research textbooks and courses have not kept pace with the changes in the marketing research world over the past two decades. Two studies, one a review of marketing research syllabi and another a content analysis of online job postings, explore this phenomenon. The results imply that,...
Article
Full-text available
The purpose of this paper is to detail an exploratory case study which highlights a process to modernize an undergraduate marketing curriculum by incorporating aspects of digital marketing and analytics in all courses. In comparison to most other university models that offer, at best, one course in digital marketing, this paper details a blueprint...
Article
Full-text available
This article takes a quasi-historical perspective on digital and social media marketing. It traces digital marketing from its roots in direct and interactive marketing to the present day. The article suggests a broad view of digital marketing to encompass customer co-creation and engagement. From there, the article outlines the challenges to practi...
Chapter
Increasing awareness about the best practice concerning how a firm should handle customer data, security, and privacy, and the risks of too much time spent on social media are increasingly showing up in the popular press (e.g., Johnson 2018; Ward 2018). Companies are beginning to realize that consumers are more informed about the data economy and t...
Article
Purpose This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in marketing practice. It also seeks to uncover the challenges and...
Article
Full-text available
Purpose-This article seeks to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in marketing practice. It also seeks to uncover the challenges a...
Article
Full-text available
This article outlines how resource deployment from the top down can provide support for faculty seeking to implement a marketing curriculum that is focused on teaching digital marketing. Data from this exploratory study suggest that if the higher administration, particularly the dean, is familiar with what happens in the digital marketing classroom...
Chapter
Crowdsourcing is often recommended as an effective tool for product development and marketing research (Whitla 2009). This research examines the feasibility of using external user communities and crowdsourcing for early-stage idea generation in new product development (NPD) through an experimental design. The objective is to determine whether the q...
Book
Full-text available
I recently started a new blog that may be of some use to SMM and IM instructors and their students. It deal with Protecting Yourself in Cyberspace and has a building set of tips and techniques for staying safe. You are welcome to take a look and to follow it if it's useful.If you feel, as I often did, that students are not being as careful as they...
Article
One way organizations have sought to improve the new product development (NPD) process is to leverage the wisdom of crowds by reaching out to different communities for product and service ideas. However, integrating crowdsourcing into NPD can be challenging for managers and executives managing the process. This exploratory, qualitative research pro...
Chapter
Learning, student motivation, and mobile technology are three components of most contemporary college classrooms; yet the academy has divided opinions as to what mix of the latter two maximizes the former. Many of these opinions are based only on observations in the classroom as few empirical studies exist. Arguments in favor of including mobile te...
Book
Full-text available
I recently started a new blog that may be of some use to SMM and IM instructors and their students. It deal with Protecting Yourself in Cyberspace and has a building set of tips and techniques for staying safe. You are welcome to take a look and to follow it if it's useful. I haven't written much yet specifically about protecting yourself on social...
Article
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions o...
Data
Excellent customer experience is critical to customer satisfaction and retention. It is especially challenging in the mobile context where marketers must deliver messages appropriate to the device, at the exact moment the customer wishes, and in the context of the customer's current intents and activities. This presentation explores the growing imp...
Chapter
Full-text available
This paper describes the use of three separate community-sharing tools in the classroom over time to teach a marketing technology class at a large Midwestern University and a class blogging project over three semesters at a small Eastern College. These methods include a class wiki, a private Ning social network and the public Google+ social network...
Article
Full-text available
The premise of this paper is that branding activities formerly conducted by the in-person salesperson face-to-face are now being conducted at more strategic rather than the tactical and relational levels rather than at the transaction level in Business-to-Business (B2B) organization. This paper outlines in the dramatic changes occurring in B2B mark...
Book
Full-text available
The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. It demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then goes on to explain how basic...
Data
Content marketing is a major topic in digital marketing at the moment. It features welcome communications as opposed to interruption advertising. It is a strategy that can be adopted by all sizes of businesses and all types of non-profit institutions. While content marketing can have enormous benefits, it is labor intensive. It needs to be approach...
Article
Full-text available
Purpose – The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an organizational data quality enhancement model. Design/methodology/approach – Qualitative research was conducted, with a follow-on quantitative pre-test. A subsequent, larger...
Article
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
Article
Full-text available
Marketers and advertisers seek to get close to customers through data analytics procedures that allow for the measurement of personalized messages delivered across multiple communication touchpoints. This article tests a hierarchical integrated marketing communications data integration framework that utilizes customer information (transactional, de...
Data
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
Data
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
Data
Full-text available
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
Article
Full-text available
The digital revolution has led to firms with massive amounts of information. Thus, the storage, collection, and appropriate use of such data is a major challenge for firms as they struggle to implement profitable integrated marketing communication strategies. Given this, the goal of our paper is to analyze the types of customer-based data that orga...
Book
Full-text available
INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the...
Article
In-depth interviews with product developers and product development software providers in a previous qualitative phase of research uncovered eight general types of information that are used across the new product development process (strategic, project management, financial, market and customer, wants and needs, technical, competitor, and regulator...
Article
Full-text available
Purpose – This research aims to investigate the relationship between customer-based performance measures (marketing measures of firm success) and business growth performance (strategy measures of firm success), in the context of strategic marketing positioning decisions and suggests customer-based metrics may play a key role in measuring overall bu...
Article
Full-text available
A paradigm shift has occurred in marketing, fueled by the growth of Internet and database technologies. The purpose of this study is to (1) identify the fundamental competencies needed by those entering the changing field of marketing, and (2) develop a standardized examination to measure these competencies. This work discusses the results of a com...
Article
Full-text available
Web 2.0 technologies dramatically reduce the technical knowledge required to create and share web content such as podcasts, videos, blog posts and web sites. This paper focuses on how marketing educators can use these technologies for course delivery, suggests learning outcomes should be related to the use of these technologies and opens a dialogue...
Article
Full-text available
This paper outlines an exploratory study of the application of Podcasting, audio clips that can be downloaded to devices like an iPod, in a project-oriented Internet Marketing Course. The majority of the students provided positive comments regarding the audio application and how the technology enhanced learning. As the Technology Adoption Model (TA...
Article
Full-text available
Database marketing is not only a business tool, it is a business philosophy based on the marketing concept. Database marketers have a different view of business and therefore marketing. Once an organization adopts a database mentality, the approach to attracting and retaining customers changes. This piece reviews the literature in the area of IMC a...
Article
Full-text available
Purpose – The paper aims to present a study of the question of customer information management in business-to-business (B2B) firms, what distinguishes firms that manage customer information well, and what internal processes are necessary for success. Design/methodology/approach – This paper summarizes the themes from several research studies using...
Article
Interactive marketing requires that a firm learn about its customers and remember what the customer has said to personalize communications and customize product offerings to those customers. This type of marketing requires that customer information be actively managed because information from and about the customer is the core of marketing decision...
Article
Full-text available
ABSTRACT: Research on the effects of personalized messages on consumers’ behavioral responses has yielded mixed findings. We explore how e-mail personalization influences click-through intentions. Our results suggest that consumers experience personalization reactance in response to highly personalized messages when the fit between the offer in the...
Article
Full-text available
In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication (IMC) relationships was assessed. While all types of data were found to be important, relationship-oriented factors contributed more to perceived quali...
Article
Full-text available
Purpose – This paper aims to investigate organizational factors to explain why a corporate data warehouse (CDW) was not used by marketing to the extent that it was expected to be used for CRM and other marketing purposes. Design/methodology/approach – A case study of a single health‐care payor organization is used in this study. Findings – Reveal...
Article
Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm's customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer informatio...
Article
Full-text available
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...
Article
Using the resource-based view and the learning organization as its theoretical framework, this study hypothesized that organizations which possessed not only the technical capabilities for automation but also the ability to learn and share information would be most likely to automate their supply chain processes. An empirical study with the top sup...
Article
This paper presents qualitative and exploratory research investigating the role that managing knowledge and information plays in new product development (NPD). A set of 20 in-depth interviews uncovered eight basic types of information used throughout the NPD process and three general approaches to managing information needed in the NPD process. Alt...
Article
Full-text available
This study uses a previously validated model to explore the experiences of one large regional US health care payer in its implementation of a corporate data warehouse to support the marketing function via customer relationship management (CRM) applications. The organisation invested significant time and other valuable resources on its data warehous...
Article
Full-text available
If interactive marketing is the ability to identify customers, locate them and provide the products and services they require, true interactive marketing is a complex operation that involves managing information and processes across the entire value chain. This paper defines interactive marketing processes broadly to include CRM (customer relations...
Article
Full-text available
Interactive marketing (IM) is an organisationally-held process that uses customer information to customise products and to personalise marketing communications and offers to create relevant dialogues with customers. The `engine' behind IM is the development and management of a customer database as an organisational capability. This paper uses the e...
Article
Full-text available
Conferences, we noticed that companies promoting information management support systems for product development processes occupied a large number of the vendor booths. Different systems included different types of information (project management, customer, market, financial, etc.), stored information in different ways (in databases versus in docume...
Article
Full-text available
The Resource-Based View (RBV) of the firm suggests that assets, and their effective management, should be associated with achieving and maintaining competitive advantage. As the RBV has developed, it has moved toward the idea that difficult-to-imitate learning processes may be the only true source of competitive advantage to the firm. This paper em...
Article
Summarizes nine presentations on customer relationship management, including company case studies and research findings on how to measure customer equity, customer profitability in a supply chain, and customer satisfaction as an economic asset.
Article
Printout. Thesis (Ph. D.)--University of Illinois at Urbana-Champaign, 2000. Vita. Includes bibliographical references (leaves 194-205).
Article
This article is not available electronically because the copyright is held by the President and Fellows of Harvard College and permission was only granted for print publication. To order copies or request permission to reproduce materials go to http://harvardbusiness.org. The Publisher regrets any inconvenience this may cause.

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Projects (2)
Project
Crowdsourcing in the fuzzy front end in B2B contexts is difficult. This is a qualitative study to tease out the most effective sources of new information and ideas from the crowd.