MARKETING METRICS: A BIBLIOMETRIC OVERVIEW OF THEIR TRENDS AND IMPACT ON BUSINESS DECISION-MAKING

Abstract

This study analyzes the trends and evolution of knowledge on marketing metrics, considering their relevance in business decision-making based on quantitative evidence and digitalized environments. A descriptive design with a mixed-methods approach was applied, using the Consolidated Meta-Analytical Approach Theory (TEMAC) and the Scopus and Web of Science databases. Through co-occurrence, co-citation, and coupling analyses, the main research lines, authors, institutions, and leading countries in the field were identified. The results show sustained growth since 1996, with emphasis on terms such as decision making, digital marketing, and performance metrics. It is concluded that marketing metrics have evolved from descriptive indicators to strategic tools that optimize decisions, strengthen customer experience, and promote organizational learning. Finally, it is suggested that future research incorporate variables such as sustainability and ethics in data management.