This study explores how internal and external factors influence the design and use of marketing performance measurement (MPM) practices in Chinese firms. The results show that a firm’s MPM practice is subject to its characteristics (e.g., marketing dashboard, market orientation, marketing complexity) and its external condition (i.e., market turbulence).

The amount of data in companies today in terms of volume, velocity and variety is unique in the history of business. Despite on-going calls for more accountability of the marketing function, there is a lack of studies that examine the role of metrics in order to interpret this data. This study focuses on how marketing metrics and financial metrics are used within organizations to both quantify and to explore data relevant for marketing mix decision-making. An analysis of primary data from six case studies and 29 marketing mix decisions promises to provide a rich understanding of the activities and metrics that are used to trigger and inform managerial decision-making. The aim is to contribute to the body of knowledge on metrics use with the aim of improving managerial decision-making, marketing mix performance and the standing of the marketing function in the firm.