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Optimierte Budgetallokation im Marketing „beyond media“

In: Agiles Marketing Performance Management

Author

Listed:
  • Sascha Stürze

    (Analyx GmbH)

  • Markus Hoyer

    (Analyx GmbH)

  • Claudio Righetti

    (Analyx GmbH)

  • Matthias Rasztar

    (Dr. August Oetker Nahrungsmittel KG)

Abstract

Zusammenfassung Seit den Zeiten von John Wanamaker, dem „Vater der modernen Werbung“, versuchen Marketer zu vermeiden, die Hälfte ihres Marketingbudgets zu verschwenden. Dabei fokussieren sich die Anstrengungen auf eine Reihe etablierter, aber zumeist immer noch fragmentierter Tools auf der Ebene einzelner Marken in einem Land. Bei diesen Tools handelt es sich um klassische Mediamix-Optimierung, Customer-Journey-Analysen sowie Brand-Equity-Tracking.

Suggested Citation

  • Sascha Stürze & Markus Hoyer & Claudio Righetti & Matthias Rasztar, 2021. "Optimierte Budgetallokation im Marketing „beyond media“," Springer Books, in: Agiles Marketing Performance Management, chapter 1, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34815-1_1
    DOI: 10.1007/978-3-658-34815-1_1
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