Output, External and Internal

The use of the term output is not standardized in controlling and communication. Admittedly both disciplines use alternatively the term "service", though also in a different way.

Meaning of the value added analysis differs for internal and external output. The internal output is a calculation basis for the production efficiency of the communicative offer and its quality (for example: flyers, events, online-videos, printer's copies/newspaper advertisements); typical measure quantities are budgetary discipline, processing times or error rates.

The external output traces the availability of the produced offer for the target-groups. In place of the company as a measured object come media distribution platforms such as print, radio or Internet (media monitoring, media resonance analysis).

Based on professional selection criteria it is decided by media if there is an external output and is not at the internal output provider’s disposal. It is to be considered by correlative analysis of external and internal output.

Controllers on the other hand understand the output as a service provided by an organization, as a direct result of their processes, and also as a product or the result of a system process that was delivered outwards.

Source

ICV-Statement "Grundmodell für Kommunikations-Controlling"

Internet

[1]www.communicationcontrolling.de

First version by

ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe