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Performance Management: So messen Sie den Erfolg Ihres Marketings

In: So geht Digital Marketing

Author

Listed:
  • Claudia Bünte

    (Kaiserscholle GmbH)

Abstract

Zusammenfassung Damit Marketing nicht nur als Costcenter verstanden wird, muss es einen messbaren finanziellen Zusatzbeitrag zum Unternehmenserfolg leisten. Mit der Digitalisierung lässt sich die Marketingleistung zunehmend besser messen. Aber wie viel Marketing ROI geht wirklich, wo sind die Grenzen? Wie kann man den Erfolg messen, wenn man noch nicht voll digital arbeitet? Was macht ein gutes Marketing-Messsystem aus, wie bindet man die EntscheiderInnen sinnvoll ein? Der erste Teil dieses Kapitels zeigt die grundsätzlichen Elemente, die nötig sind, um Marketing messbar und damit steuerbar zu machen. Sascha Stürze zeigt anschließend anschaulich, welche Zutaten man für ein effektives Marketing Performance Management benötigt, mit einem besonderen Fokus auf Attribution und Marketing-Mix-Modeling.

Suggested Citation

  • Claudia Bünte, 2023. "Performance Management: So messen Sie den Erfolg Ihres Marketings," Springer Books, in: So geht Digital Marketing, chapter 0, pages 211-249, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42202-8_5
    DOI: 10.1007/978-3-658-42202-8_5
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