Web Controlling in a playful way. The online tool aims to increase the effectiveness of online marketing activities for Controlling and Marketing – by visualising user behaviour on the different brand websites of Coca-Cola in a playful way. Objective: compression of data to knowledge, in order to create new interrelationships. Different user types are displayed as human figures with dynamic relations towards each other. The complex interrelations are presented in a clear and understandable manner, and categories such as user activities or loyalty can be displayed in relation to each other and in chronological sequences.