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.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.