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Analytics im eBranding

In: Brand Evolution

Author

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  • Tom Alby

Abstract

Zusammenfassung Daten sind die Grundlage für Planung, Durchführung und Monitoring von Kampagnen. Digitale Kampagnen haben den Vorteil, dass sie eine Echtzeitmessung ermöglichen, zumindest aber Daten zur Verfügung stellen, die im Offline-Marketing nicht oder nur schwer zu akquirieren sind. In diesem Artikel wird eine Blaupause für das Aufsetzen und die Durchführung eines Analyse-Konzepts beschrieben. Darüber hinaus werden die Konsequenzen der DSGVO erläutert sowie die Reaktionen der Marktbeteiligten. Zum Schluss werden Möglichkeiten durch das Internet of Things beleuchtet.

Suggested Citation

  • Tom Alby, 2022. "Analytics im eBranding," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 731-740, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_33
    DOI: 10.1007/978-3-658-35916-4_33
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