Driver

Definition

A driver is causally antecedent to the variable of interest. Drivers can be under the control of the marketers, indirectly influenced by marketing decisions, or due to external factors.

For example, advertising might be a driver of brand preference either directly or indirectly.[1]

Note: KPI driver refers to a driver of key performance indicators.

 

References

  1. ^ American Marketing Association, AMA Dictionary.

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