Hot of the Press! New publication in Controlling - Zeitschrift für erfolgsori­entierte Un­ternehmenssteuerung

New technologies have given rise to business models that have revolutionized customer centricity through the real-time availability of data. Online marketing plays a central role here, as customer acquisition, conversion to purchase and customer retention are managed using operational KPIs.

Dr. Philipp Richter develops a framework that places these operational key figures in a financial management framework. The article has been published in Controlling - Zeitschrift für erfolgsorientierte Unternehmenssteuerung and can be downloaded here.