Enhancing Marketing Performance Through Digital Business Control Systems: An Extended RFM Approach

Zuhwar, Mustafa Fadhil

doi:10.26706/ijceae.6.4.20250901

Abstract

Digital transformation has revolutionized the marketing sector through the installation of complex business control systems that maximize decision-making, business effectiveness, and customer experience. This article explains how these systems enable electronic records, networked automation, and intelligent analytics to enhance marketing performance. The study employs an extended RFM approach—introducing Customer Loyalty Age (CLA) and Customer Need Rate (CNR)—to assess renewal probability at the point-of-sale (POS). Findings show that aligning digital business control systems with extended RFM analysis enables POS operators and suppliers to predict customer renewal behavior, reduce lost sales risks, optimize inventory, and ensure timely product availability. The integration of digital control systems with advanced analytics offers real-time performance improvement and long-term strategic advantage in competitive markets.

Keywords

Digital business systemsMarketing performanceIntelligent systemsCustomer retentionSales optimization

References

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Pradip Balbudhe, Mayuri Meshram, Roshani Rasekar, Bharti Dhore, Nikita Dandekar, Arti Nandekar “Enterprise Resource Planning (ERP) System for Educational Organization ”, International Journal of Computational and Electronic Aspects in Engineering, vol. 3, Issue 1, pp. 1-7, 2022.

[1] S. Gensler and A. Rangaswamy, "An emerging future for digital marketing: From products and services to sequenced solutions," Journal of Business Research, vol. 190, p. 115230, 2025.

[2] C. Spilotro, G. Secundo, and P. Del Vecchio, "Discovering the impact of emerging technologies on SMEs’ digital marketing strategies: a conceptual framework," International Marketing Review, 2025.

[3] G. M. Shehata and M. A. Montash, "Driving the internet and e-business technologies to generate a competitive advantage in emerging markets: Evidence from Egypt," Information Technology & People, vol. 33, pp. 389-423, 2020.

[4] M. Pagani, "Digital business strategy and value creation: Framing the dynamic cycle of control points," Mis Quarterly, pp. 617-632, 2013.

[5] C. Foster, M. Graham, L. Mann, T. Waema, and N. Friederici, "Digital control in value chains: Challenges of connectivity for East African firms," Economic Geography, vol. 94, pp. 68-86, 2018.

[6] B. Data and A. as Human-Machine, "Decision-Making Within Digital Business," Big Data and Artificial Intelligence for Decision-Making in the Smart Economy, vol. 168, p. 23, 2025.

[7] R. Joshi, K. Pandey, and S. Kumari, "A metaverse: Significance and dimensions in various sectors," in 2024 11th International Conference on Computing for Sustainable Global Development (INDIACom), 2024, pp. 1781-1786.

[8] K. Sadeghi, D. Ojha, P. Kaur, R. V. Mahto, and A. Dhir, "Explainable artificial intelligence and agile decision-making in supply chain cyber resilience," Decision Support Systems, vol. 180, p. 114194, 2024.

[9] U. Sivarajah, S. Kumar, V. Kumar, S. Chatterjee, and J. Li, "A study on big data analytics and innovation: From technological and business cycle perspectives," Technological Forecasting and Social Change, vol. 202, p. 123328, 2024.

[10] I. Gnizy, "The impact of ambidextrous traditional and contemporary data analytics on marketing innovation," Journal of Marketing Analytics, pp. 1-19, 2024.

[11] R. Capellini, F. Atienza, and M. Sconfield, "Knowledge accuracy and reducing hallucinations in llms via dynamic domain knowledge injection," 2024.

[12] T. Ho, S. Nguyen, H. Nguyen, N. Nguyen, D.-S. Man, and T.-G. Le, "An extended RFM model for customer behaviour and demographic analysis in retail industry," Business Systems Research: International journal of the Society for Advancing Innovation and Research in Economy, vol. 14, pp. 26-53, 2023.

[13] Z. Zalaghi and Y. Varzi, "Measuring customer loyalty using an extended RFM and clustering technique," Management Science Letters, vol. 4, pp. 905-912, 2014.

[14] J. Fähndrich, "A literature review on the impact of digitalisation on management control," Journal of management control, vol. 34, pp. 9-65, 2023.

[15] R. Yang and H. Jiang, "Digital marketing management control system based on blockchain under the internet background," Soft Computing, pp. 1-10, 2023.

[16] Pradip Balbudhe, Mayuri Meshram, Roshani Rasekar, Bharti Dhore, Nikita Dandekar, Arti Nandekar “Enterprise Resource Planning (ERP) System for Educational Organization ”, International Journal of Computational and Electronic Aspects in Engineering, vol. 3, Issue 1, pp. 1-7, 2022.