E-commerce controlling
Key figures and analysis for effective management of online shops
Contents
E-commerce controlling
- E-commerce pyramid as a control model.
- KPI systems in online retail.
- Analyze reasons for abandoned purchases and non-orders.
Key figures and profitability
- Multi-level contribution margin accounting (DBR) in e-commerce vs. classic BWA.
- Responsible & Decision Accounting.
- GMROI, ROAS, and other key performance indicators.
- Evaluate upselling and downselling from an economic perspective.
Data sources and analysis
- Google Analytics & Search Console from a controlling perspective.
- Engagement metrics and exploratory data analysis.
- Zero-hit analyses in the shop.
- Competitive analyses (including AI-supported approaches).
Planning and control
- Limit planning and budget control.
- Planning online Online-Marketing.
- Portfolio analyses (including Vester Matrix).
- Reporting structures and management dashboards.
Practical implementation
- Sample reports and best practice analyses.
- Typical controlling pitfalls in e-commerce.
- Practical tips for efficient control.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
After training you can:
- Prioritize and interpret relevant KPIs in e-commerce.
- Conducting a thorough analysis of profitability in online retail,
- Calculate contribution margins in a differentiated manner (including marketing costs),
- Evaluate Online-Marketing from a controlling perspective,
- Develop reporting structures for e-commerce business models,
- Support data-driven decisions in a targeted manner.
Methods
- Theory input: Teaching of fundamentals and specialist knowledge by experienced trainer.
- Interactive exercises: Application of content in group work and case studies.
- Practical relevance: Working with real data and tools to ensure transferability to everyday work.
- Discussion and networking: Exchange of best practices and experiences among participants.
Recommended for
Specialists and managers who analyze, control, or are responsible for the economic success of e-commerce activities, in particular:
- controllers business analysts involved in e-commerce or Online-Marketing,
- E-commerce managers, shop managers, and those responsible for online retail,
- Online-Marketing managers and performance marketing managers,
- Managing directors and project managers with a focus on data-driven corporate management.
Start dates and details
Tuesday, 23.06.2026
09:00 am - 5:00 pm
Thursday, 17.09.2026
09:00 am - 5:00 pm
Monday, 07.12.2026
09:00 am - 5:00 pm
Thursday, 18.03.2027
09:00 am - 5:00 pm
Wednesday, June 16, 2027
09:00 am - 5:00 pm
Thursday, September 23, 2027
09:00 am - 5:00 pm
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