Agile Marketing Performance Management

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

in Management for Professionals from Springer

Date: 2022
ISBN: 978-3-658-38053-3
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Chapters in this book:

Ch 1 Introduction

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 2 Optimised Budget Allocation in Marketing “Beyond Media”

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 3 Quantitative Consideration of the Long-Term Effect of Marketing Measures

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 4 Striking the Right Balance: Image vs. Performance Marketing

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 5 Campaign Tracking and Successful Marketing Controlling

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 6 Modelling, Model Architecture, and Model Quality

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 7 Multi-touch Attribution and Unified Measurement

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 8 Individual Targeting and Privacy

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 9 Agile Marketing, Agile Budgeting

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 10 “The Good, The Bad and The Ugly”: Data Requirements and Formats for a Successful and Cost-Effective Implementation

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 11 In- Versus Outsourcing and Vendor Selection

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

Ch 12 Marketing in 2023ff: Agility as the “New Normal”

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar

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DOI: 10.1007/978-3-658-38053-3

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