E-Commerce Controlling and Analytics

Do you want to understand your e-commerce business even better and make it more successful? You lack the know-how and personnel to analyse the existing data and to control the online shop on the basis of data? Then a cooperation with the E-Commerce Institute Cologne is the right choice for you. The institute specialises in analytical e-commerce controlling and management with key figures. We support our partners with benchmark studies, analyses and the development of performance indicator models.
We will be happy to provide you with a free initial analysis of your online shop, the most important key figures and answer any questions you may have. You can reach the E-Commerce Institute Cologne at 0221 973199722 or info@ecommerceinstitut.de.

Bridge to online shop success – analytical e-commerce controlling

E-Commerce Controlling – Analyses and Consulting

The strategic and operative controlling of e-commerce companies is the focus of the work of the E-Commerce Institute. Prof. Dr Geibel’s sound professional experience as an e-commerce founder and commercial manager as well as his pronounced analytical orientation help him in this task. Well-versed in the use of important tools in e-commerce analytics, he supports partners with analyses and advice on strategies, goals and key figures. The E-Commerce Institute also supports its partners with the placement of junior and specialist staff. You can get a first impression of the work of the E-Commerce Institute in our blog on topics such as key figures in e-commerce or key figure management in e-commerce.

Analytical e-commerce controlling
The intense competition in e-commerce and increasing consolidation in individual markets make the development of efficient e-commerce controlling indispensable. In contrast to classical report-oriented corporate controlling, controlling in e-commerce means a continuous analysis of processes on the basis of selected metrics and key figures. Since these processes, especially in online marketing but also in logistics, are based on IT, current data is available. This data is analysed holistically together with the cost accounting and financial accounting data so that a data-based and ongoing control of the company can be achieved. However, first of all, the creation of sufficient and consistent data quality is central to e-commerce controlling. Therefore, complete and regular web analysis is a decisive basis for effective e-commerce controlling.

However, the first step in the development of e-commerce controlling is crucial. In this step, goals for the central success factors in the e-commerce business model are developed on the basis of a strategy and with the help of benchmark analyses, for example on the conversion rate. These are transferred to markets, products, work steps or individual success factors, so that after the development of the target and key figure model, the desired holistic control is possible. Essential for this is the establishment of daily routines in which the data from the web analysis and other systems are compared and analysed with the target values. In this way, valuable empirical knowledge is quickly created within the company.

The most important key figures in e-commerce controlling
E-commerce is only successful if a sufficient number of conversions are achieved with high shopping baskets and low return rates. To make e-commerce profitable through these key performance indicators, it is important to manage the e-commerce process chronologically from back to front. In addition to the three performance indicators mentioned, customer loyalty and customer lifetime value should be at the centre of a key performance indicator system as strategic variables.

For all other processes – above all for the central areas of online marketing and logistics – detailed performance measurement systems and models are being developed to manage e-commerce success. Typical online marketing indicators are the bounce rate, visits or click-through rate, while in logistics the availability of goods or delivery speed, among others, should be measured and controlled. Many other key figures are added, but it is not a matter of recording as many key figures as possible in controlling. It has to be only those that ensure e-commerce success.

E-commerce controlling – placement of theses and students
As a university of applied sciences, the Fresenius University of Applied Sciences provides practical university education, which in turn can be used for knowledge transfer between university and company. Students’ theses can also help companies to further develop their e-commerce controlling in the areas of e-commerce analytics, controlling and key figures. In this case, the companies contact the E-Commerce Institute with a topic proposal, which in turn places students. An employee of the company submitting the topic can also participate as a second examiner of the thesis, so that close supervision of the thesis by the institute and the company is possible. An overview of final theses from previous semesters can be found here. In addition, the E-Commerce Institute also offers studies and in-house training for companies.

Are you interested in an exchange or a consultation on e-commerce controlling? Then we look forward to hearing from you at 0221 973199722 or at geibel@hs-fresenius.de.