Marketing and Communication Controlling: Key Performance Indicators

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What is the definition of marketing and communication controlling?

A one-time event to collect and interpret marketing data
A haphazard approach to monitor the efficiency of marketing and communication goals
A random process to analyze the effectiveness of marketing activities
A systematic process to evaluate and optimize the achievement of marketing and communication goals (correct)

What is the purpose of establishing a clear, singular objective when collecting data for marketing and communication controlling?

To collect irrelevant data for analysis
To complicate the data collection process
To make the data collection process ambiguous
To ensure focused data collection to address specific objectives (correct)

What is the main purpose of using mining tools and techniques in the context of marketing and communication controlling?

To ignore the data required for analysis
To collect and analyze the required data for reporting (correct)
To confuse the interpretation of data
To complicate the data collection process unnecessarily

Which step ensures coherence through attentive presentation in the context of marketing and communication controlling?

Using context to ensure figures are meaningful (D) Signup and view all the answers

What is the role of key performance indicators (KPI) in planned communication concept for marketing and communication controlling?

To define the metrics for evaluating the planned communication concept (C) Signup and view all the answers

What does 'alignment of the objectives with online and offline indicators' refer to in the context of marketing and communication controlling?

Ensuring that objectives are reflected in both online and offline metrics (B) Signup and view all the answers

Which type of question asks why something happened?

Diagnostic question (B) Signup and view all the answers

What is the primary purpose of Key Performance Indicators (KPIs)?

To measure success for specific business objectives (C) Signup and view all the answers

What are vanity metrics?

Self-serving metrics used to measure business success (D) Signup and view all the answers

What is the relationship between KPIs and calculated metrics?

Not every calculated metric is a KPI, but KPIs are often calculated metrics (D) Signup and view all the answers

What is the main purpose of a measurement model in the context of business objectives?

To measure success for specific business objectives and tactical campaign objectives (A) Signup and view all the answers

What does the 'Reach' and 'Frequency' metric measure in the context of marketing objectives?

Stimulate demand and create awareness (A) Signup and view all the answers

Why are vanity metrics not suitable for measuring the success of specific business objectives?

Because they are self-serving metrics (D) Signup and view all the answers

What is the main purpose of the 'Pyramid as analysis plan'?

To provide context and structure needed for deeper analysis (A) Signup and view all the answers

'How' questions indicate actions required to achieve the chosen goal. Which type of question provides simple, descriptive facts that form the basis of understanding to begin a more robust analysis?

'What' question (B) Signup and view all the answers

What is the primary purpose of a measurement model in the context of business objectives?

To measure success for specific business objectives and tactical campaign objectives (B) Signup and view all the answers

What should a company do in a thorough analysis?

Define clear, unique objective of the campaign/brand/company to be considered in your analysis. (D) Signup and view all the answers

What does 'Reach through rate' and 'Klick-through rate (CTR)' measure in the context of marketing objectives?

The effectiveness of media goals. (A) Signup and view all the answers