Customer behavior and adoption · Online testing/field-experiment evidence on marketing information and growth (paper’s publisher page describes online testing/field experiment data).
Capturing Marketing Information to Fuel Growth
Rex Yuxing Du, Oded Netzer, David A. Schweidel, Debanjan Mitra (2021). Capturing Marketing Information to Fuel Growth. Journal of Marketing. https://doi.org/10.1177/0022242920969198.
Plain-English take
The paper uses causal online-test evidence to study how marketing information can be captured and used for growth. For your marketing: Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Online testing/field-experiment evidence on marketing information and growth (paper’s publisher page describes online testing/field experiment data).
Marketing-information/CRM setting described by publisher page; empirical tests use online testing/field-experiment data.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How can firms capture marketing information and use it to fuel growth?
Design
Online testing/field-experiment evidence on marketing information and growth (paper’s publisher page describes online testing/field experiment data).
Sample and setting
Marketing-information/CRM setting described by publisher page; empirical tests use online testing/field-experiment data.
Reported result
What the study found
The paper uses causal online-test evidence to study how marketing information can be captured and used for growth.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Publisher page excerpt available here does not expose all sample details; do not generalize beyond its tested settings.
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher DOI page explicitly labels the contribution empirical and mentions online testing/field experiment data. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.