Marketing controlling
Business intelligence for marketing: check the effectiveness of your marketing measures and allocate your advertising budgets to the right channels.
fast integration of all marketing-relevant data sources, whether internal or external
flexible, AI-supported analysis of all marketing key figures, including data mining
simple definition of own key figures and comparisons
close integration with marketing planning
Marketing controlling with Bissantz.
Manage your marketing activities effectively with business intelligence.
Which half of our advertising expenditure can we cut? Marketing controlling with Bissantz sets itself the task of providing information on the effectiveness of marketing measures, whereby the costs can be determined directly, but the attributable success on turnover and company value can only be determined indirectly. The contribution of e.g. the budget for image advertising in social media to sales success cannot be measured, but the increase in followers, likes or comments can.
Marketing controlling key figures are differentiated: they vary depending on the respective measure, in some cases from medium to medium, because reactions are each measured differently. In the case of measures to promote awareness, image and brand value, the focus is on budget planning, cost control and comparisons of media costs rather than measuring relationships.
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See how customers use Bissantz in marketing controlling.
Deviation analysis.
The automated calculation of relative, absolute and cumulative deviations quickly shows how results differ from set targets. This creates time for strategic analyses and enables timely adjustments.
Cause analysis.
With Bissantz software, key figures can be automatically broken down into causing and compensating elements. This allows you to quickly and clearly identify the causes of deviations and take targeted action.
Trend identification.
Historical data helps to identify patterns and risks. And they provide a good basis for forecasts. Bissantz automates the calculation of historical and forecast values for faster and better results.
Visualization.
Good data visualization ensures clarity and comprehensibility. Bissantz facilitates the selection of the right graphic type, graphic placement, scaling and coloring with AI-supported automation and according to universal standards.
Early warning.
As part of exception reporting, Bissantz automatically generates exception messages and reports that are required when certain events occur or threshold values are exceeded in order to react quickly.
User friendliness.
Standardized data visualization and the automated assignment of names, signs, color codes, number scaling and much more make Bissantz software an intuitive tool for analysis, planning and reporting.
Which tasks does Bissantz support?
All of them – as a matter of principle: because our logic for evaluation and visualization is universally valid. Our customers use our software for all typical marketing controlling tasks. On the basis of marketing success control and budgets, they decide on sales campaigns, advertising measures and media mix, identify successful product features and gaps in the product range,
examine the own product range, external data on market potential and market shares and evaluate the competitive offer.
Our customers use the standardized evaluations and visualizations of our software in marketing controlling for many other topics. These include:
GDPR
advertising measures
advertising success control
budgeting
campaign management
conversion rates
design patents
gaps in product range
key account management
life cycle analyses
market potential analyses
market research
marketing mix
marketing planning
name rights
new product planning
online marketing
panel surveys
pricing policy
product development
product life cycle
range rationalization
sales promotions
website visits
Which key figures does Bissantz support?
All of them – as a matter of principle: the key figures in sales controlling and all other functions are not the by-product of operational upstream systems, but are created in a multi-stage process. They are defined and then implemented.
Data from various tables is merged, filtered and summarized. Our software automates the necessary steps. This allows you to generate exactly the key figures you need – for example:
advertising expenditure
churn rate
cost per click
customer complaints
customer loyalty
customer satisfaction
familiarity
image values
industry values
market growth
market penetration
market potential utilization
market potential
market shares
new customers
penetration
price-sales elasticity
repeat purchases
response rates
Which perspectives does Bissantz master?
All of them – as a matter of principle: the more characteristics are available for analysis, the more valuable the key figures in marketing controlling are. Our evaluation logic for marketing controlling and all other functions is therefore always multidimensional, because it is precisely these characteristics,
often structured in hierarchies, which provide indications of possible causes or act as levers.
These characteristics are typical for marketing controlling:
advertising media
brands
business areas
competitors
countries
customer characteristics
equipment
markets
media
product features
Which data sources does Bissantz know?
All of them – as a matter of principle: The key figures for marketing controlling and all other func tions are usually fed from several data bases. We query them via standard interfaces,
cleanse and combine them and prepare them as required for analysis, planning and reporting. The sources for marketing controlling include, for example:
cost center accounting
customer inquiry processing
external databases
media planning
order entry
panel
quotation processing
sales planning