Campaign Tracking and Successful Marketing Controlling

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 5 in Agile Marketing Performance Management, 2022, pp 41-49 from Springer

Abstract: Abstract The positive impact of the optimisation recommendations for the marketing budget can be markedly increased if—instead of referring to the average historical impact of a marketing activity (e.g. TV advertising)—the sales impact of individual campaigns is taken into account.

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_5

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