IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-35916-4_32.html
   My bibliography  Save this book chapter

Digitales Brand Controlling: Ein Framework für das Brand-Controlling im Rahmen der Website-Performance-Messung

In: Brand Evolution

Author

Listed:
  • Elke Theobald

    (Hochschule Pforzheim)

  • Melanie Specht

    (Hochschule Pforzheim)

Abstract

Zusammenfassung Marketingverantwortliche und Brand-Manager sehen sich steigenden Erwartungen bezüglich der Nachweisbarkeit des Erfolges ihrer Marketingaktivitäten gegenüber. Kanalvielfalt, verbesserte Messmöglichkeiten und die grundlegende Digitalisierung im Marketing erhöhen allerdings gleichzeitig die Komplexität des Marketing-Controllings (Zerres & Zerres, 2017, S. 6). Besonders datengetriebene Ansätze, die vor allen Dingen digitale Kanäle bieten, steigern die Erwartungen, aber auch die Möglichkeiten, die Leistungen des Marketings messbar zu machen. Dieser Beitrag beschäftigt sich mit den Möglichkeiten, die Analysetools wie Google Analytics für das Brand-Controlling bieten, und entwickelt ein Framework für das Brand-Controlling auf Basis der in Google Analytics verfügbaren Metriken.

Suggested Citation

  • Elke Theobald & Melanie Specht, 2022. "Digitales Brand Controlling: Ein Framework für das Brand-Controlling im Rahmen der Website-Performance-Messung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 711-730, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_32
    DOI: 10.1007/978-3-658-35916-4_32
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:sprchp:978-3-658-35916-4_32. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.