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A Practical Guide to Setting and Achieving Digital Marketing Goals Following a Plan-Do-Check-Act Approach

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Theo Göpfert

    (Infineon Technologies AG)

  • Kati Zieger

    (Infineon Technologies AG)

  • Uli Schneider

    (Infineon Technologies AG)

Abstract

Deep Dive 1 (Targets): Similar to how they are valuable in many other fields, the notion of “you can’t manage, what you can’t measure” also serves as a guiding beacon in the field of digital marketing. In this chapter the authors explain why they believe this mindset is essential for building and implementing a marketing performance management system in the context of their experience at Infineon Automotive for tracking the success of their activities along the customer journey. They describe in a detailed case study how they used a basic and simplified version of a performance measurement construct and the Plan-Do-Check-Act approach to quantify improvements and monitor progress within their transformation.

Suggested Citation

  • Theo Göpfert & Kati Zieger & Uli Schneider, 2023. "A Practical Guide to Setting and Achieving Digital Marketing Goals Following a Plan-Do-Check-Act Approach," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 65-82, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_5
    DOI: 10.1007/978-3-031-30720-1_5
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