Executives, Investors, and Academics Assessments of Marketing Performance: Trade-offs between Metric Type, Uncertainty, and Performance – MSI

Working Paper

Executives, Investors, and Academics Assessments of Marketing Performance: Trade-offs between Metric Type, Uncertainty, and Performance

Ofer Mintz

Paul Burke

University of Technology, Sydney

Mar 24, 2023

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Uses a conjoint-based choice (CBC) experiment to determine the relative importance to marketing executives, non-marketing executives, investors and marketing academics of multiple performance metrics (customer mindsets, marketing assets, top-line, bottom-line, and capital market outcomes) when evaluating marketing effectiveness.

Topics

research recap

How Executives and Investors Evaluate Marketing: Are We Narrowing the Gaps?

Marketing executives are accountable to senior management—and both are accountable to investors. Unfortunately, the metrics of marketing effectiveness each rely on (and that academics study) do not always align. These gaps may be narrowing, however, due in part to increased use of data analytics informed by recent academic research.

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