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

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  • 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
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    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.
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