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