Marketing performance assessment and accountability: Process and outcomes

Marketing accountability, and how it may be achieved via performance assessment and metrics, have been central topics in both the marketing literature and practice (Katsikeas et al. 2016). Recent developments in digital channels, the accompanying explosion of data and emergence of marketing automation, the globalization of markets, and the rise of cus-tomer experience as a key firm priority have further magnified interest in and the impor-tance of understanding how potential marketing outcomes are and can be achieved (CMO Survey, 2021; Mintz et al., 2021). As a result, gaining clarity on how to design and manage performance assessment systems to deal with these issues has never been more important. This paper argues that further progress in this research domain requires a deep under-standing of the marketing performance assessment (MPA) process to provide both a cata-lyst and foundation for the next generation of research. Although there has been considerable research in the areas of marketing metrics and marketing accountability, much less attention has been paid to the MPA process that links them. Yet, the MPA process is essential to successful marketing management. To address this, we first review past research in this broad domain to answer the Where have we been? question that iden-tifies theneed for a new conceptual model. Second, drawing on research findings both within the broad MPA domain and allied areas within and outside of marketing, we develop and detail a new conceptual model of the MPA process and use it to identify what really needs to be known but is currently unclear in this domain (i.e., Where do we need to go?). Third, we suggest how these areas of needed inquiry may best be investigated (i.e., How do we get there?) by identifying new perspectives, theories, data sources, and anal-ysis approaches that may be productively employed in future research.(c) 2021 Elsevier B.V. All rights reserved.

Automated summary

Marketing accountability and performance assessment have been important topics in marketing literature and practice. The development of digital channels, data explosion, and customer experience as a firm priority have increased the importance of understanding how marketing outcomes are achieved. This paper argues that further progress in this area requires a deep understanding of the marketing performance assessment process. The paper reviews past research, develops a new conceptual model, and suggests new perspectives for future research.