{"id":9826,"date":"2018-08-08T07:03:11","date_gmt":"2018-08-08T05:03:11","guid":{"rendered":"https:\/\/blog.zhaw.ch\/marketingmanagement\/?p=9826"},"modified":"2018-08-08T07:03:11","modified_gmt":"2018-08-08T05:03:11","slug":"after-work-event-zu-digital-marketing-analytics","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/marketingmanagement\/after-work-event-zu-digital-marketing-analytics\/","title":{"rendered":"After-Work-Event zu Digital Marketing Analytics"},"content":{"rendered":"<p><em>Von Anja Collenberg<\/em><\/p>\n<p>Durch die Digitalisierung ergeben sich neue M\u00f6glichkeiten, um Entscheidungen basierend auf fundierten Analysen zu treffen. Einerseits gibt es immer mehr Daten \u00fcber Konsumenten, beispielsweise aus Social Media, andererseits gibt es immer mehr Tools, um diese zu analysieren. Die Komplexit\u00e4t von Digital Marketing Analytics nimmt zu.<\/p>\n<figure id=\"attachment_9827\" aria-describedby=\"caption-attachment-9827\" style=\"width: 584px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/files\/2018\/08\/office-2717014_1920.jpg\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-9827 size-large\" src=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/files\/2018\/08\/office-2717014_1920-1024x678.jpg\" alt=\"\" width=\"584\" height=\"387\"><\/a><figcaption id=\"caption-attachment-9827\" class=\"wp-caption-text\">Digital Marketing Analytics wird immer wichtiger \u00a9 Pixabay<\/figcaption><\/figure>\n<p><strong>Konsumenten und ihre Laufwege f\u00fcr die Akquise<\/strong><\/p>\n<p>Ein Ansatz, um Daten zu erheben und zu nutzen, ist <em>Geo Fencing<\/em>. Geo Fencing erm\u00f6glicht es, Konsumenten mittels GPS, Mobilfunksignal oder auch WLAN zu orten und ihnen beim Ein- oder Austritt in einem bestimmten geographischen Bereich Push-Nachrichten auf ihr Smartphone zu schicken \u2013 beispielsweise, um sie auf ein Angebot in einer Filiale in der N\u00e4he aufmerksam zu machen, oder um sie um Feedback zu bitten.<\/p>\n<p>Dr. Jens Cornelsen, Gesch\u00e4ftsf\u00fchrer von <a href=\"http:\/\/defacto-dr.de\/de\/startseite\/\" target=\"_blank\" rel=\"noopener\">DEFACTO digital research<\/a>, erl\u00e4utert in seinem Vortrag \u00ab<em>Consumer Live Experiences mit Mobile Geo Fencing<\/em>\u00bb, wie man die Laufwege von Konsumenten mittels Geo Fencing im Detail analysiert, und wie man das Tracking der Laufwege in Echtzeit mit Quick Surveys kombiniert und so neue Retail-Standorte findet, POS-Sortimente optimiert und erfolgreich Konkurrenzkunden akquiriert.<\/p>\n<p><strong>K\u00fcnstliche Intelligenz im online Bereich<\/strong><\/p>\n<p>Social Media Analytics stellt eine weitere M\u00f6glichkeit dar, um Kundenaktivit\u00e4ten und -meinungen zu analysieren und f\u00fcr das Brand Management, Customer Experience Management oder Product Management zu nutzen. Das Tracking des Brand Image auf Basis von Social Media Posts ist ein Anwendungsbeispiel. Neuere Tools erm\u00f6glichen zudem die Auswertung von Bildinformationen und nutzen daf\u00fcr Bilderkennungsverfahren und Algorithmen, welche auf k\u00fcnstlicher Intelligenz basieren.<\/p>\n<p><a href=\"https:\/\/www.zhaw.ch\/de\/ueber-uns\/person\/klaa\/\" target=\"_blank\" rel=\"noopener\">Dr. Michael Klaas<\/a> und <a href=\"https:\/\/www.zhaw.ch\/de\/ueber-uns\/person\/muef\/\" target=\"_blank\" rel=\"noopener\">Dr. Steffen M\u00fcller<\/a>, Dozenten an der ZHAW School of Management and Law, greifen dies in ihrem Vortrag \u00ab<em>Customer Insights aus Online Reviews und Tweets<\/em>\u00bb auf und zeigen zum einen, wie Unternehmen Online Reviews nutzen k\u00f6nnen, um Begeisterungsfaktoren zu identifizieren und ein Benchmarking aufzubauen. Zum anderen gehen sie darauf ein, wie k\u00fcnstliche Intelligenz genutzt werden kann, um Tweets zu analysieren und aus unstrukturierten Daten strukturierte Daten zu machen.<\/p>\n<figure id=\"attachment_9828\" aria-describedby=\"caption-attachment-9828\" style=\"width: 605px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/files\/2018\/08\/muef-klaa.jpg\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-9828 size-full\" src=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/files\/2018\/08\/muef-klaa.jpg\" alt=\"\" width=\"605\" height=\"300\"><\/a><figcaption id=\"caption-attachment-9828\" class=\"wp-caption-text\">Die beiden ZHAW Dozenten Dr. M\u00fcller und Dr. Klaas referieren unter anderem auch zur k\u00fcnstlichen Intelligenz<\/figcaption><\/figure>\n<p>Wenn Sie mehr zu den aktuellen Trends im Bereich Digital Marketing Analytics erfahren m\u00f6chten, melden Sie sich jetzt zum After-Work-Event am <strong>6. September<\/strong> ab <strong>16:30 Uhr<\/strong> im <a href=\"http:\/\/www.restaurant-aupremier.ch\/\" target=\"_blank\" rel=\"noopener\">Au Premier<\/a> in Z\u00fcrich an. Die Teilnahme ist kostenlos. Hier geht es zur <a href=\"https:\/\/www.zhaw.ch\/de\/sml\/institute-zentren\/imm\/weiterbildung\/digital-analytics-trends\/\" target=\"_blank\" rel=\"noopener\">Anmeldung<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"pt-sm\">Schlagw\u00f6rter: <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/after-work-event\/\">After-Work-Event<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/analysen\/\">Analysen<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/daten\/\">Daten<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/defacto\/\">DEFACTO<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/digital-marketing-analytics\/\">Digital Marketing Analytics<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/dozenten\/\">Dozenten<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/dr-jens-cornelsen\/\">Dr. Jens Cornelsen<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/dr-michael-klaas\/\">Dr. Michael Klaas<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/dr-steffen-mueller\/\">Dr. Steffen M\u00fcller<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/geo-fencing\/\">Geo Fencing<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/imm\/\">IMM<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/institut-fur-marketing-management\/\">Institut f\u00fcr Marketing Management<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/konsumenten\/\">Konsumenten<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/marketing\/\">Marketing<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/pos\/\">POS<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/sml\/\">SML<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/social-media\/\">Social Media<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/social-media-analytics\/\">Social Media Analytics<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/tools\/\">Tools<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Von Anja Collenberg Durch die Digitalisierung ergeben sich neue M\u00f6glichkeiten, um Entscheidungen basierend auf fundierten Analysen zu treffen. Einerseits gibt es immer mehr Daten \u00fcber Konsumenten, beispielsweise aus Social Media, andererseits gibt es immer mehr Tools, um diese zu analysieren. Die Komplexit\u00e4t von Digital Marketing Analytics nimmt zu. Konsumenten und ihre Laufwege f\u00fcr die Akquise [&hellip;]<\/p>\n","protected":false},"author":312,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1,6,8,13],"tags":[3076,3078,3079,3083,3077,1794,3082,2123,3086,3081,246,255,1175,338,3084,514,519,3085,3080],"features":[],"class_list":["post-9826","post","type-post","status-publish","format-standard","hentry","category-allgemein","category-forschung-entwicklung","category-marketing-management","category-weiterbildung","tag-after-work-event","tag-analysen","tag-daten","tag-defacto","tag-digital-marketing-analytics","tag-dozenten","tag-dr-jens-cornelsen","tag-dr-michael-klaas","tag-dr-steffen-mueller","tag-geo-fencing","tag-imm","tag-institut-fur-marketing-management","tag-konsumenten","tag-marketing","tag-pos","tag-sml","tag-social-media","tag-social-media-analytics","tag-tools"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>After-Work-Event zu Digital Marketing Analytics - Marketing Management-Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/after-work-event-zu-digital-marketing-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"After-Work-Event zu Digital Marketing Analytics\" \/>\n<meta property=\"og:description\" content=\"Von Anja Collenberg Durch die Digitalisierung ergeben sich neue M\u00f6glichkeiten, um Entscheidungen basierend auf fundierten Analysen zu treffen. Einerseits gibt es immer mehr Daten \u00fcber Konsumenten, beispielsweise aus Social Media, andererseits gibt es immer mehr Tools, um diese zu analysieren. Die Komplexit\u00e4t von Digital Marketing Analytics nimmt zu. 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