When the communication controlling (Baumann, A., Wagner, G., 2010) such as instrumental methods of observation (look ver run investigations, Neurophysiological investigations during the reception of advertising among others), as well as survey methods can be used. The observations is primarily about capturing implicit, unconscious reactions of people on communication activities. The survey concerns such as surveys of advertising memories, settings and intentions to purchase due to the advertising reception – especially explicit, conscious responses. This post tests and tracking studies can perform for pre, communications controlling. The online and offline direct – and dialogue communication interested response values such as E.g. click rate (probability of a particular online communication object was clicked), costs per click, conversion rate (proportion of visitors from an online store, an order”have given up) and costs per order. Clear targets should be developed for each communication measure (E.g. mailing campaigns, classic advertising campaign) (E.g. return expectation, image, and reputation). Should then empirically measured the degree of target achievement and the reasons for deviations of the target – if available – be analyzed in order to learn from these findings for the next communication. Marketing information and marketing knowledge to manage today’s marketing-controlling a vast amount of information available is for his work. The modern marketing controlling must be able but also for its challenges, a vast amount of information processing and process (see Arndt, D., 2008, S. 32ff., pp. 167 et seq., p. 212 et seq., p. 275 ff.).
Therefore, the information and knowledge management has an exposed position within the marketing controlling. Information management include an adequate information infrastructure or effective and efficient arrangements in connection with (see Laudon, k. C. et al., 2006, p. 49 et seq.) of information / knowledge-based economy the knowledge / information systems the knowledge / information techniques. Information systems capture data prepare for typical queries (such as: how much was the sales of A in t?) Standard, ad-hoc queries, online analytical processing, data mining) of the company (planning, testing, control) are matched with other systems of operating for the needs of the divisions linked and can other systems interact with (such as enterprise resource planning, efficient consumer market and cooperation partners Response, category management, supply chain management systems.