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Deckungsbeitragsorientierte Steuerung von Targeting-Kampagnen

Author

Listed:
  • Thomas Fandrich

    (Kühne Logistics University)

  • Christian Barrot

    (Kühne Logistics University)

  • Jan U. Becker

    (Kühne Logistics University)

Abstract

Zusammenfassung Eine Vielzahl von Studien konnte zeigen, dass sich die Konversionsraten in der Neukundenansprache durch Targeting steigern lassen. Konkrete Aussagen über den ökonomischen Erfolg von Targeting-Kampagnen können allerdings auf dieser Basis bisher nicht getroffen werden. Der vorliegende Beitrag stellt daher eine deckungsbeitragsorientierte Sichtweise zur Bewertung des Targeting vor, so dass eine Einschätzung zur Profitabilität bereits vor der Durchführung von Targeting-Kampagnen möglich ist. Auf Basis dieser Überlegungen wird erläutert, wie ein deckungsbeitragsorientiertes Targeting in der Unternehmenspraxis anzuwenden ist und wann sich die gezielte gegenüber der ungezielten Kundenansprache auszahlt.

Suggested Citation

  • Thomas Fandrich & Christian Barrot & Jan U. Becker, 2014. "Deckungsbeitragsorientierte Steuerung von Targeting-Kampagnen," Schmalenbach Journal of Business Research, Springer, vol. 66(7), pages 601-624, November.
    • Handle: RePEc:spr:sjobre:v:66:y:2014:i:7:d:10.1007_bf03372908
    DOI: 10.1007/BF03372908
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    References listed on IDEAS

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    More about this item

    Keywords

    L86; L96; M31;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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