Working Papers

Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions

Ofer Mintz, Yakov Bart, Peter Lenk, and David J. Reibstein

Dec 10, 2019

Develops a generalized theoretical framework and augments framework with a statistical model that estimates the specific relationships among the effectiveness of individual metrics, their use, and marketing-mix decisions outcome; empirically tests their framework by calibrating models with data from 1,287 specific marketing-mix decisions made by 439 U.S. managers.

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