Working Papers

Right Metric for the Right Decision: A Behavioral Model to Infer Metric Effectiveness in Managerial Marketing-Mix Decision-Making

Ofer Mintz, Timothy J. Gilbride, Peter Lenk, and Imran S. Currim

Feb 6, 2019

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

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