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Marketing is only as strong as its measurability – and campaigns must contribute to the overarching company goals. Marketing controlling makes this verifiable.

Marketing Controlling – From Goal to Impact

Marketing is only as strong as its measurability. In today’s data-driven business models, it is no longer enough to manage campaigns with creativity and intuition. CMOs must demonstrate that their measures contribute to overarching company goals – in a traceable, comparable, and real-time manner. This is exactly where modern marketing controlling comes in.

From Intuition to Clarity: Set Goals Properly
Without clear goals, there is no controlling. What sounds simple is often the biggest hurdle in practice. Marketing goals today must:

Be closely aligned with company objectives (e.g., revenue growth, lead generation, brand awareness).

Be SMART: specific, measurable, attractive, realistic, time-bound.

Remain consistent across hierarchy levels – from strategic brand management to operational campaigns.

Measure What Really Matters
Dashboards and KPIs are everywhere, but not every number is meaningful. Successful marketing controlling means filtering the relevant signals from the data flood. Examples include:

Efficiency metrics like Cost per Lead or Customer Acquisition Cost.

Impact metrics like Net Promoter Score or Brand Lift.

Long-term value metrics like Customer Lifetime Value.

Crucially, these metrics should not be viewed in isolation but in context: Which channel contributes to which goal – and with what ROI?

Without clear goals, there can be no controlling. 

The Ruess Group has appointed Angela Kunwald as new managing director of its Stuttgart office. She will be heading the agency together with Steffen Rueß, founder and owner of the agency group.

The Ruess Group has appointed Angela Kunwald as new managing director of its Stuttgart office. She will be heading the agency together with Steffen Rueß, founder and owner of the agency group.
 
The Ruess Group generates an annual gross income of close to EUR 3 million at its Stuttgart and Munich locations. It primarily focuses on international marketing and corporate communications. In addition to strategic consulting, its key areas of expertise include PR/content marketing, digital marketing, media and creation. Its clients include corporate groups such as ABB, Antalis, Ebm-Papst, Peri, Sappi, Schubert and Zoho.

Angela Kunwald has 30 years of experience as a communications professional in B2B and B2C – in executive positions in national and international agencies as well as Head of Communications in the education sector and in industry. Before joining the Ruess Group, she was a member of the management team at Fink & Fuchs AG.

Ruess Group brings Angela Kunwald on board as managing director

Find out more about the intertwining of sustainability and marketing in the Ruess Group Magazine.

In our politically and economically increasingly volatile world, in which environmental and social responsibility are becoming more and more important, companies need to rethink and adapt their position as social players. This includes taking a clear stance on sustainability. Sustainability should not only be understood as an ethical imperative, but can also be used as a decisive competitive advantage from an economic perspective. In order to fully develop its effectiveness here, it is important that sustainable corporate management, sustainability strategy and marketing are well interlinked.

Our content, creation and production team starts working on the new magazine concept in the summer of the previous year already. And here it is, the latest SEQUENCE >>

Corporate Publishing Schubert Sequence customer magazine 2024 - Ruess Group

For the 21st time, we realise for our long-standing client Schubert its high-quality customer magazine SEQUENCE. Our content, creation and production team starts working on the new magazine concept in the summer of the previous year already. Over a period of months, we then fill the magazine page by page with a great deal of passion and dedication in close collaboration with Schubert.

The Ruess Group successfully asserts itself in a difficult market environment for agencies >>

Ruess Group No. 3 among PR agencies in Baden-Württemberg according to Pfeffer Ranking. No. 43 in the national ranking. 

The market situation was not easy for agencies last year and this year due to the economic situation. But we have held our own better than many other agencies. For us, this is a great confirmation of our positioning. International marketing with a cross-disciplinary approach and strong roots in PR and content marketing is important for large companies, especially in a difficult market environment.

I would like to thank all our customers for their trust and loyalty, often over many years. And to our employees for their daily commitment. It is an honor and a pleasure.

Explore sustainability insights with Ruess Group. Dive into the CRSD Sustainability Reporting Magazine for expert perspectives. Discover other articles!

CRSD & sustainability reporting obligations | Ruess Group

The CSRD reporting obligation? Isn’t it only applicable for the 2024 financial year, or 2026, or even 2028? In any case, there’s still time, or is there? What exactly applies? For whom and as of when?

Let’s start at the beginning. The CSRD (Corporate Sustainability Reporting Directive) is an EU directive. It requires companies to report on their own impact on the environment and society, as well as the relevance of sustainability factors for the company. Standardised key figures are used to ensure measurability and comparability. And, as with financial reports, these sustainability reports need to be audited externally. 

The CSRD reporting requirements apply in stages:

From the 2024 financial year: Public companies with over 500 employees.

From the 2025 financial year: All other large companies.

From the 2026 financial year: Capital market-oriented SMEs (with certain exemptions until 2028).

CRSD & sustainability reporting obligations: Why companies should act now

What is a data warehouse and a data lake? What are the respective advantages and disadvantages and which is more suitable for your company? We provide answers >>

Data Warehouse vs. Data Lake Article | Ruess Group

When managing and analysing data, users have a choice between two approaches: the huge storage pool for structured and unstructured data (data lake) and the data warehouse – a centralised, structured database. Both solutions have advantages and disadvantages and the choice greatly depends on a company’s specific requirements and objectives. 

We have taken a look at both approaches and will help you differentiate between them.

Composable Commerce provides greater flexibility and scalability in the development & easier maintenance of an e-commerce platform. Find out now >>

What is Composable Commerce and why do we use it?

There are many shops worldwide that decided to go with composable commerce. Suppose we need to offer one answer that sums up all those people and their expectations of composable commerce. In that case, it's the greater flexibility and scalability in the development, and easy maintenance of an e-commerce platform.

But, one of the key benefits is that composable commerce allows different platform parts to be developed, updated, and scaled - independently.

In this article, we will thoroughly explain the connection between composable commerce and microservices, which are independent, modular units of functionality. 

Actually, microservices that can be developed, tested, and deployed independently, make all the changes in an easy approach of maintaining the platform updated at all times.

As a member of the GWA (Association of leading German agencies), the Ruess Group is one of the leading agencies in Baden-Württemberg. We look forward to advising you.

Ruess Group GmbH achieved above-average growth in 2022

Expansion of internal expertise for solution-oriented and customer-focused work

Significant efficiency optimisation in clients’ marketing budgets

Mission: International data-driven marketing

On 1 July 2023, Google is discontinuing Universal Analytics. Online marketers are faced with a decision: Google Analytics 4 vs Matomo.

UA, GA4, Matomo: The key questions about Google Analytics

Doing nothing is not an option: On 1 July 2023, Google is discontinuing Analytics. Online marketers are faced with a decision: Google Analytics 4 vs Matomo.

Only in retrospect does it become clear how simple things once were. All you had to do was say “Google Analytics” and everyone knew what you meant. And “data protection” was still an abstract issue. 

Those days will soon be gone. And a distinction is being made between Google “Universal” Analytics and Google Analytics “4”. Or between “UA” and “GA4”. And then, one will be switched off and the other will have to be implemented. And paying attention to “cookie-free” – and possibly even “server-side”-tracking may be required. 

But before throwing yourself into the fray and implementing code snippets, perhaps we should all take a step back. Afterall, “GA” isn’t the only available analytics tool. And for many website operators, it’s not even the best. Why? Here, we attempt to answer this question as concisely and clearly as possible, based on key questions.

Forced conversion, GDPR, UA, GA4 & Matomo: Key questions about Google Analytics 

The Ruess Group supports you as a management consultant  and as an agency in the development of your sustainability strategy and  communication. Learn more

What challenging goals and tasks are you facing?

Data protection: How we protect your personal data

+49 711 16446-581
steffen.ruess@ruess-group.com

Magazine

Hot agency news and the latest updates

Marketing Controlling – From Goal to Impact

Ruess Group brings Angela Kunwald on board as managing director

Sustainable marketing

Schubert Sequence customer magazine 2024

Pfeffer PR Journal Ranking 2024

CRSD & sustainability reporting obligations: Why companies should act now

Data Warehouse vs. Data Lake

Composable Commerce: The Whole Story

Business Report 2022

Forced conversion, GDPR, UA, GA4 & Matomo: Key questions about Google Analytics