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E-Commerce-Controlling

Zahlenbasiertes Arbeiten im E-Commerce | Ein Wunschszenario

  • 2021
  • OriginalPaper
  • Chapter
Published in:
Authors
Marc Ehlbeck
Stephan Schosser
Jan Wind
Published in
Handbuch Marketing-Controlling
Publisher
Springer Berlin Heidelberg

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Zusammenfassung

Datengetriebene Entscheidungen sind ein zentraler Erfolgsfaktor im E-Commerce. In der Praxis zielt das E-Commerce-Controlling im täglichen Doing aber häufig zu stark auf das retrospektive Reporting von Umsatzzahlen an das Management ab, anstatt die Grundlage für ein schnelles, zahlenbasiertes Entscheiden in den Fachabteilungen zu liefern. Der vorliegende Beitrag stellt die Herausforderungen und Defizite im Status quo dar, definiert erforderliche Kennzahlengerüste und verdeutlicht die Bedeutung der Automatisierung von Prozessen, Visualisierungen und handlungsleitenden Cook Books bei der operativen Umsetzung eines konsequent zahlenbasierten Arbeitens im Online-Handel.

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previous chapter Vertriebscontrolling
next chapter Multi-Channel-Controlling
Title
E-Commerce-Controlling
Authors
Marc Ehlbeck
Stephan Schosser
Jan Wind
Copyright Year
2021
Publisher
Springer Berlin Heidelberg
Book
Handbuch Marketing-Controlling

Print ISBN: 978-3-662-62836-2

Electronic ISBN: 978-3-662-62837-9

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-662-62837-9_22