IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/280443.html
   My bibliography  Save this article

Digitales Marketing: Integrierte Erfolgsmessung - Wie der strategische Einsatz von Digital-Analytics-Instrumenten gelingt

Author

Listed:
  • Tombach, Alexander
  • Reinecke, Sven

Abstract

Der vorliegende Beitrag zeigt, wie eine strategische Steuerung und Erfolgsmessung digitaler Marketingmassnahmen unter dem Einsatz multipler Digital-Analytics-Instrumente gelingen kann. Als Möglichkeit für eine Integration strategischer und operativ-taktischer Sichtweisen wird das Konzept selektiver Kennzahlen dargestellt.

Suggested Citation

  • Tombach, Alexander & Reinecke, Sven, 2023. "Digitales Marketing: Integrierte Erfolgsmessung - Wie der strategische Einsatz von Digital-Analytics-Instrumenten gelingt," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(1), pages 6-13.
    • Handle: RePEc:zbw:hsgmrs:280443
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/280443/1/MRSG_2023_1_06-13.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tabesh, Pooya & Mousavidin, Elham & Hasani, Sona, 2019. "Implementing big data strategies: A managerial perspective," Business Horizons, Elsevier, vol. 62(3), pages 347-358.
    2. Sven Reinecke, 2021. "Marketing-Controlling: Marketingeffektivität und -effizienz sicherstellen," Springer Books, in: Rolf Eschenbach & Josef Baumüller & Helmut Siller (ed.), Funktions-Controlling, edition 2, chapter 0, pages 303-325, Springer.
    3. Sven Reinecke & Alexander Tombach, 2022. "Marketingcontrolling in der Unternehmenspraxis," Springer Books, in: Wolfgang Becker & Patrick Ulrich (ed.), Handbuch Controlling, edition 2, pages 179-204, Springer.
    4. Sven Reinecke & Gerold Geis, 2021. "Kennzahlensysteme in Marketing und Verkauf: Gütekriterien, Grundprinzipien, Implementierung," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 151-177, Springer.
    5. Petersen, J. Andrew & McAlister, Leigh & Reibstein, David J. & Winer, Russell S. & Kumar, V. & Atkinson, Geoff, 2009. "Choosing the Right Metrics to Maximize Profitability and Shareholder Value," Journal of Retailing, Elsevier, vol. 85(1), pages 95-111.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Carter, Kealy & Jayachandran, Satish & Murdock, Mitchel R., 2021. "Building A Sustainable Shelf: The Role of Firm Sustainability Reputation," Journal of Retailing, Elsevier, vol. 97(4), pages 507-522.
    2. El Kihal, Siham & Nurullayev, Namig & Schulze, Christian & Skiera, Bernd, 2021. "A Comparison of Return Rate Calculation Methods: Evidence from 16 Retailers," Journal of Retailing, Elsevier, vol. 97(4), pages 676-696.
    3. Tawse, Alex & Tabesh, Pooya, 2023. "Thirty years with the balanced scorecard: What we have learned," Business Horizons, Elsevier, vol. 66(1), pages 123-132.
    4. Talukdar, Debabrata & Gauri, Dinesh K. & Grewal, Dhruv, 2010. "An Empirical Analysis of the Extreme Cherry Picking Behavior of Consumers in the Frequently Purchased Goods Market," Journal of Retailing, Elsevier, vol. 86(4), pages 336-354.
    5. Parmar, Rashik & Leiponen, Aija & Thomas, Llewellyn D.W., 2020. "Building an organizational digital twin," Business Horizons, Elsevier, vol. 63(6), pages 725-736.
    6. Anna Trunk & Hendrik Birkel & Evi Hartmann, 2020. "On the current state of combining human and artificial intelligence for strategic organizational decision making," Business Research, Springer;German Academic Association for Business Research, vol. 13(3), pages 875-919, November.
    7. Kusi-Sarpong, Simonov & Orji, Ifeyinwa Juliet & Gupta, Himanshu & Kunc, Martin, 2021. "Risks associated with the implementation of big data analytics in sustainable supply chains," Omega, Elsevier, vol. 105(C).
    8. Sodero, Annibal C. & Namin, Aidin & Gauri, Dinesh K. & Bhaskaran, Sreekumar R., 2021. "The strategic drivers of drop-shipping and retail store sales for seasonal products," Journal of Retailing, Elsevier, vol. 97(4), pages 561-581.
    9. Laurent Tournois, 2016. "A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model," Post-Print hal-04477573, HAL.
    10. Saim Kashmiri & Cameron Duncan Nicol & Liwu Hsu, 2017. "Birds of a feather: intra-industry spillover of the Target customer data breach and the shielding role of IT, marketing, and CSR," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 208-228, March.
    11. Grewal, Dhruv & Levy, Michael, 2009. "Emerging Issues in Retailing Research," Journal of Retailing, Elsevier, vol. 85(4), pages 522-526.
    12. J. Andrew Petersen & V. Kumar & Yolanda Polo & F. Javier Sese, 2018. "Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 813-836, September.
    13. Katarzyna Dziewanowska, 2015. "Dimensions of Real and Virtual Consumer Experiences," Faculty of Management Working Paper Series 42015, University of Warsaw, Faculty of Management.
    14. Zhou, Chenxi & Yu, Jibin, 2023. "Does it pay to withdraw marketing metrics disclosure? An empirical study of retailers’ cessation of monthly comparable-store sales," Journal of Business Research, Elsevier, vol. 156(C).
    15. Verhoef, Peter C. & Venkatesan, Rajkumar & McAlister, Leigh & Malthouse, Edward C. & Krafft, Manfred & Ganesan, Shankar, 2010. "CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 121-137.
    16. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    17. Anselmsson, Johan & Bondesson, Niklas, 2015. "Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 58-70.
    18. Gianfranco Walsh & Michael Möhring, 2017. "Effectiveness of product return-prevention instruments: Empirical evidence," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 341-350, November.
    19. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.
    20. Amit Kumar Gupta & Harshit Goyal, 2021. "Framework for implementing big data analytics in Indian manufacturing: ISM-MICMAC and Fuzzy-AHP approach," Information Technology and Management, Springer, vol. 22(3), pages 207-229, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:280443. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.