Journal of Marketing Behavior > Vol 2 > Issue 2–3

Selecting Predictive Metrics for Marketing Dashboards - An Analytical Approach

Koen Pauwels, Ozyegin University, Turkey, Amit Joshi, University of Central Florida, USA,
Suggested Citation
Koen Pauwels and Amit Joshi (2016), "Selecting Predictive Metrics for Marketing Dashboards - An Analytical Approach", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 195-224.

Published: 29 Dec 2016
© 2016 K. Pauwels and A. Joshi
MetricsLeading indicatorsMarketing dashboardsPredictive analyticsGranger causalityStepwise regressionReduced-rank regressionVector autoregression

Article Help


Download article
In this article:
Research Background
Proposed Analytical Approach to Metric Reduction in Marketing Dashboards
Empirical Results
Technical Appendix


Managers often track metrics they believe can potentially predict performance outcomes and help them improve decisions. However, it is unclear how to best select such predictive metrics out of a wide range of candidate metrics. This study develops and demonstrates an analytical approach to metric selection. First, delete metrics that show too little or too much variation in univariate tests. Second, reveal leading performance indicators with pairwise tests. Third, quantify how much each leading indicator explains performance with econometric models, preferably from different research traditions. Fourth, select the best set of key leading performance indicators by assessing their predictive validity in a holdout sample. Finally, use the selected set of metrics and estimation model to perform what-if analyses for proposed courses of action. The authors demonstrate this analytical approach for the leading national brand and the composite of store-brands in a fast-moving consumer good category.



Managerial Decision Making in Marketing: Introduction to the Special Issue , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000030
This is the introduction from special issue editor B. Wierenga.


Kind and Wicked Experience in Marketing Management , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000031
This article by R. M. Hogarth and E. Soyer deals with the role of experience in marketing.


The Marketing Manager as an Intuitive Statistician , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000032
This article by B. de Langhe is about the marketing manager as an intuitive statistician.


Managerial Decision-Making in Marketing: Matching the Demand and Supply Side of Creativity , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000033
This article by N. Althuizen, B. Wierenga, and B. Chen provides an overview of creativity research in marketing and offers a novel framework for matching the demand and supply side of creativity.


Marketers' Intuitions about the Sales Effectiveness of Advertisements , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000034
This article by N. Hartnett, R. Kennedy, B. Byron, and L. Greenacre examines the quality of marketers’ intuitions about the effectiveness of advertising.


Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions , Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000036
This article by W. Verbeke, R. P. Bagozzi, W. van den Berg, L. Worm, and F. D. Belschak uses methods from neuroscience to study the mechanism behind SPA at three levels, genetic make-up, endocrine processes and self-reported stress experience.


Journal of Marketing Behavior, Volume 2, Issue 2-3 ICT-based Strategies for Environmental Conflicts: Articles Overiew
See the other articles that are part of this special issue.