Write at least 2000 words based on the given context.

There are many ways in which organisations measure their marketing effectiveness mostly bundled under the generic title of Metrics. For your first assignment you are to write a report on where academic and practitioner thinking is going in the area of Consumer Mindset Metrics which is an emerging challenge for organisations the world over. You are required to provide a detailed analysis and critique of the thinking behind the concept and then the implications for marketing practitioners. Reading the papers provided is the start, and you need to read around the subject, explore the key readings over and above the papers sourced here for you to really demonstrate your abilities as a rigorous, critical thinking marketer. Readings: Venkatesan, R, Bleier, A, Reinartz, W and Ravishanker, N (2019), Improving Customer Profit Predictions with Customer Mindset Metrics Through Multiple Overimputation," Journal of the Academy of Marketing Science, September, 47, 5, 771 - 794. Colicev, A, Malshe, A, Pauwels, K and O'Connor, P (2018), Improving Consumer Mindset Metrics and Shareholder Value Through Social Media: The Different Roles of Owned and earned Media," Journal of Marketing, 82, 1, 37 - 56. Petersen, JA, Kumar, V, Polo, Y and Sese, FJ, (2018), Unlocking the Power of Marketing: Understanding the Links Between Customer Mindset Metrics, Behaviour, and Profitability," Journal of the Academy of Marketing Sciences, 46, 5, 813-836