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Business Analytics in Marketing Controlling: A Case Study for the Automotive Market

In: The Digitalization of Management Accounting

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  • Markus Ilg
  • Alexander Baumeister

Abstract

Digitalization is changing business models and operational processes. At the same time, improved data availability and powerful analytical methods are influencing controlling and increasingly require the use of statistical and information technology skills and knowledge. Using a case study from marketing controlling, the article shows the use of business analytics methods and addresses the tasks of controlling in the digital age.

Suggested Citation

  • Markus Ilg & Alexander Baumeister, 2023. "Business Analytics in Marketing Controlling: A Case Study for the Automotive Market," Springer Books, in: Imke Keimer & Ulrich Egle (ed.), The Digitalization of Management Accounting, chapter 9, pages 127-142, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41524-2_9
    DOI: 10.1007/978-3-658-41524-2_9
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