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E-Commerce-Controlling

In: Handbuch Marketing-Controlling

Author

Listed:
  • Marc Ehlbeck

    (eccelerate GmbH)

  • Stephan Schosser

    (K – Mail Order GmbH & Co. KG)

  • Jan Wind

    (eccelerate GmbH)

Abstract

Zusammenfassung Datengetriebene Entscheidungen sind ein zentraler Erfolgsfaktor im E-Commerce. In der Praxis zielt das E-Commerce-Controlling im täglichen Doing aber häufig zu stark auf das retrospektive Reporting von Umsatzzahlen an das Management ab, anstatt die Grundlage für ein schnelles, zahlenbasiertes Entscheiden in den Fachabteilungen zu liefern. Der vorliegende Beitrag stellt die Herausforderungen und Defizite im Status quo dar, definiert erforderliche Kennzahlengerüste und verdeutlicht die Bedeutung der Automatisierung von Prozessen, Visualisierungen und handlungsleitenden Cook Books bei der operativen Umsetzung eines konsequent zahlenbasierten Arbeitens im Online-Handel.

Suggested Citation

  • Marc Ehlbeck & Stephan Schosser & Jan Wind, 2021. "E-Commerce-Controlling," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 493-519, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-62837-9_22
    DOI: 10.1007/978-3-662-62837-9_22
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