18 Questions
What is the definition of marketing and communication controlling?
A systematic process to evaluate and optimize the achievement of marketing and communication goals
What is the purpose of establishing a clear, singular objective when collecting data for marketing and communication controlling?
To ensure focused data collection to address specific objectives
What is the main purpose of using mining tools and techniques in the context of marketing and communication controlling?
To collect and analyze the required data for reporting
Which step ensures coherence through attentive presentation in the context of marketing and communication controlling?
Using context to ensure figures are meaningful
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
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
Which type of question asks why something happened?
Diagnostic question
What is the primary purpose of Key Performance Indicators (KPIs)?
To measure success for specific business objectives
What are vanity metrics?
Self-serving metrics used to measure business success
What is the relationship between KPIs and calculated metrics?
Not every calculated metric is a KPI, but KPIs are often calculated metrics
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
What does the 'Reach' and 'Frequency' metric measure in the context of marketing objectives?
Stimulate demand and create awareness
Why are vanity metrics not suitable for measuring the success of specific business objectives?
Because they are self-serving metrics
What is the main purpose of the 'Pyramid as analysis plan'?
To provide context and structure needed for deeper analysis
'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
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
What should a company do in a thorough analysis?
Define clear, unique objective of the campaign/brand/company to be considered in your analysis.
What does 'Reach through rate' and 'Klick-through rate (CTR)' measure in the context of marketing objectives?
The effectiveness of media goals.
Explore key concepts related to defining key performance indicators (KPI) for planned communication, aligning objectives with online and offline indicators, and interpreting data in marketing and communication controlling.
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