Basic Thoughts on Controlling

Thomas Hörner ()

Chapter Chapter 9 in Advertising Impact and Controlling in Content Marketing, 2023, pp 163-171 from Springer

Abstract: Abstract Controlling is not just about control. That would be a gross misunderstanding. Controlling serves to capture data and to set up processes in order to plan and control content marketing and its advertising effect in a targeted manner. It is important to clearly distinguish between the terms measurement value, key figure, performance indicator (PI) and key performance indicator (KPI) and to set up suitable key figure systems.

Date: 2023
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DOI: 10.1007/978-3-658-40551-9_9

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