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- Title
Digitales Marketing: Integrierte Erfolgsmessung: Wie der strategische Einsatz von Digital-Analytics-Instrumenten gelingt.
- Authors
Tombach, Alexander; Reinecke, Sven
- Abstract
The article deals with the strategic control and measurement of digital marketing measures using digital analytics tools. It is emphasized that the selection of analysis methods and key figures should be goal-oriented and should be derived from the goals of the marketing organization. Four application areas for the use of digital analytics are mentioned: customer management, marketing mix, personalization, and data protection/data security. It is recommended to use a multidimensional key figure system to map the short- and long-term goals of the marketing organization. The effectiveness and efficiency of digital marketing can be ensured through a diverse range of methods and the use of primary and secondary data.
- Subjects
DATA analytics; DATA security; DATA protection; INTERNET marketing; GOAL (Psychology)
- Publication
Marketing Review St. Gallen, 2023, Issue 1, p6
- ISSN
1865-6544
- Publication type
Article