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

Working Paper

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.

Topics

Marketing ROI

research recap

Are Marketers Using the Right Metrics?

Based on a behavioral framework and statistical model, researchers investigate which metrics are associated with better or worse decision outcomes. On average in their sample, marketing-mix metrics are more effective than financial and yet managers seem more hesitant to use them - perhaps because financial metrics are easier to understand across the organization.

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