Research Question As a clothing and accessories retailer, Zara launches 11,000 designs on store shelves every year. There are over 200 distinct items in a given Zara store with a one-week inventory turnover. A retailing chain like Zara usually maintains a wide variety of products at its warehouse, but only displays a much smaller set of products at a given store due to space constraints. Even s...

Billions of people everyday use Social Media (SM), such as Facebook and Twitter, to express their opinions and experiences with brands. Companies are highly interested in understanding such SM brand-related content. Consequently, many studies have been conducted and many applications have been developed to analyse this content. For analysis purposes, the main SM metrics used include volume and ...

a r t i c l e i n f o Keywords: Case study Digital marketing Industrial business Performance measurement Web analytics This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of...

This study addresses the following question: For a given managerial, firm, and industry setting, which individual metrics are effective for making marketing-mix decisions that improve perceived performance outcomes? We articulate key managerial takeaways based on testing multi-stage behavioral framework links decision context, selection, outcomes. Our statistical model adjusts potential endogen...

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing -performance. This paper explores the metrics that firms select and some reasons for those choices. Our data are drawn from two UK studies. The first reports practitioner usage by the main metrics categories (consumer behaviour and intermediate, trade customer, competitor, accountin...

With the explosive growth of data in electronic commerce, rule finding becomes a crucial part in marketing. In this paper, we discuss the essential limitations of the existing metrics to quantify the interests of rules, and present the need of optimizing the interest metric. We describe the construction of the connection network that represents the relationships between items and propose a natu...