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

Theo Göpfert (), Kati Zieger () and Uli Schneider ()
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Theo Göpfert: Infineon Technologies AG
Kati Zieger: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 65-82 from Springer

Abstract: 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.

Keywords: Plan-Do-Check-Act; Analytics; Stakeholder management; Target model; Performance marketing; Change management (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_5

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DOI: 10.1007/978-3-031-30720-1_5

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