Business Analytics in Marketing Controlling: A Case Study for the Automotive Market

Markus Ilg () and Alexander Baumeister

Chapter 9 in The Digitalization of Management Accounting, 2023, pp 127-142 from Springer

Abstract: Abstract Digitalization is changing business models and operational processes. At the same time, improved data availability and powerful analytical methods are influencing controlling and increasingly require the use of statistical and information technology skills and knowledge. Using a case study from marketing controlling, the article shows the use of business analytics methods and addresses the tasks of controlling in the digital age.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-41524-2_9

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DOI: 10.1007/978-3-658-41524-2_9

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