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#02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/at/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Holistic Cross-Channel Campaigns</span> <span class="arrow">></span> <span class="child">Customer Journey Analysen » Möglichkeiten und Trends</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/Customer-Journey-Analysen.png" data-rocket-location-hash="318a5f074184ca54f02282d7d732a51c" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Customer Journey Analysen » Möglichkeiten und Trends</h1><p class="author">von Siegfried Stepke</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">22. September 2013</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Aus Anlaß eines Interviews für das Branchenmagazin werbeplanung update fasse ich auch hier die aktuellen Möglichkeiten und Trends rund um die Customer Journey Analyse zusammen. Vor welchen Herausforderungen und Schwierigkeiten stehen Unternehmen und Dienstleister die mit der Customer Journey professionell umgehen wollen?</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Holistic Cross-Channel Campaigns</div><p><p>Die Zeit der Silos ist vorbei! Wir helfen Ihnen, eine holistische Betrachtungsweise und Strategie für digitale Kampagnen zu entwickeln. </p> </p><a href="/bessere-kampagnen/#holistic-cross-channel-campaigns" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="a74431cd7a551e016050190f1f10658c" data-elementor-type="wp-post" data-elementor-id="25135" class="elementor elementor-25135" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-6d939de0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6d939de0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-374b6fa6" data-id="374b6fa6" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e48678a elementor-widget elementor-widget-heading" data-id="e48678a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bewusstsein – Know-how – Ressourcen:</h3> </div> </div> <div class="elementor-element elementor-element-5e77ecf elementor-widget elementor-widget-text-editor" data-id="5e77ecf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ol><li>In vielen Unternehmen fehlt noch das Bewusstsein, was eine Customer Journey Betrachtung ist und was sie bringen kann.</li><li>Im Anschluss stellt sich die Frage: Wie stelle ich das an? Wer kann mir helfen, die richtigen Methoden, Modelle, Tools und Analysen für meinen Geschäftsbereich aufzusetzen.</li><li>Und schließlich: Ressourcen, um die gewonnen Erkenntnisse dann auch zu nutzen. Das ist zwar paradox, da damit eine Effizienz- und Leistungssteigerung einhergeht, aber oft fehlt es an internen Kapazitäten oder der Bereitschaft bei externen Partnern, diese extra Meile zu gehen.</li></ol> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-0882391 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="0882391" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cad7614" data-id="cad7614" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-255ade6 elementor-widget elementor-widget-heading" data-id="255ade6" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Wie groß ist die Nachfrage nach der Betreuung von Anfang bis Ende?</h3> </div> </div> <div class="elementor-element elementor-element-5d927bf elementor-widget elementor-widget-text-editor" data-id="5d927bf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <address><span style="font-style: normal; line-height: 1.538em;">Noch in den Kinderschuhen. In Österreich ist das eine riesige Chance für Early-Adopter…</span></address><p>Übrigens ist dieser Ansatz nicht nur für Firmen wichtig, die bereits im Performance Marketing aktiv sind, sondern auch solche, die ihre Placements von Brand-orientierten Kampagnen verbessern wollen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-7cca36b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7cca36b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e43946a" data-id="e43946a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-34e70d5 elementor-widget elementor-widget-heading" data-id="34e70d5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Wie gehen Sie mit den immer größer werdenden Datenmengen um? Kann man da wirklich noch alle relevanten Daten filtern und nutzen?</h3> </div> </div> <div class="elementor-element elementor-element-9d407a9 elementor-widget elementor-widget-text-editor" data-id="9d407a9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ich möchte hier nicht wie viele andere den <a href="https://e-dialog.group/blog/webanalyse/big-data-science-bei-e-dialog/">Big Data Science</a> Hype strapazieren: Wir reden vom österreichischen Markt mit österreichischen Volumina. Das kann mit gängigen Methoden und Tools bewältigt werden. Vielleicht wäre es allerdings aus Projekt-Marketing und -Pricing-Sicht intelligent, doch “Big Data” drüberzuschreiben…</p><p>Die Herausforderung ist vielmehr im fehlenden Know-how und der Bereitschaft zur Umsetzung zu suchen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-48b2591 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="48b2591" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-66ebde1" data-id="66ebde1" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3a509c2 elementor-widget elementor-widget-heading" data-id="3a509c2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Was bieten Sie Ihren Kunden rund um die Customer Journey für Leistungen, Tools und Beratungen an?</h3> </div> </div> <div class="elementor-element elementor-element-6c26a26 elementor-widget elementor-widget-text-editor" data-id="6c26a26" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><a class="colorbox colorbox-insert-image" style="line-height: 1.538em;" title="Bsp. Customer Journeys mit Display oder Print Kontakten: Zeigen stark Brand-lastige Wege" href="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/content/pics/klickpfade_customer_journey.png" rel="gallery-all"><img decoding="async" class="image-medium" style="float: right;" title="Bsp. Customer Journeys mit Display oder Print Kontakten: Zeigen stark Brand-lastige Wege" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="Klickpfade in der Customer Journey" data-lazy-src="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/styles/medium/public/content/pics/klickpfade_customer_journey.png?itok=CBV1J8En" /><noscript><img decoding="async" class="image-medium" style="float: right;" title="Bsp. Customer Journeys mit Display oder Print Kontakten: Zeigen stark Brand-lastige Wege" src="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/styles/medium/public/content/pics/klickpfade_customer_journey.png?itok=CBV1J8En" alt="Klickpfade in der Customer Journey" /></noscript></a>Wir unterstützen bei der Planung und Einführung der Strategien sowie in der laufenden Analyse, Reporting und mit Optimierungsempfehlungen. Je nach Kundensituation stehen uns verschiedene Tools und Lösungen zur Verfügung, die wir optimal einsetzen.</p><p>Wichtig ist uns dabei immer, dass sehr schnell ein Return on Investment (ROI) unserer Beratung belegbar ist.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-632c912 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="632c912" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d229ea1" data-id="d229ea1" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-b9556c1 elementor-widget elementor-widget-heading" data-id="b9556c1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Wie setzt man eine Customer-Journey-Analyse/-Strategie auf? Wie arbeitet man die einzelnen Stufen heraus – von den vorbereitenden Maßnahmen intern und extern über die laufenden Aktivitäten bis zum Management der gewonnenen Daten…</h3> </div> </div> <div class="elementor-element elementor-element-e923c30 elementor-widget elementor-widget-text-editor" data-id="e923c30" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Einerseits folgt das dem klassischen Beratungsansatz: Von den Zielen über die Analysen bis zur Konzeption, Einführung Überleitung in die laufenden Prozesse. Gleichzeitig kann man aber auch auf Quick-Wins setzen: Oftmals sind schon Daten vorhanden, die für die ersten Erkenntnisse herangezogen werden können – ohne dass dies im Unternehmen bewusst ist.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f0c079e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f0c079e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0909a90" data-id="0909a90" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-be89888 elementor-widget elementor-widget-heading" data-id="be89888" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Welche Tools stellt die digitale Welt dafür heute bereit? Was ist aktuell State of the Art und wo geht die Reise hin?</h3> </div> </div> <div class="elementor-element elementor-element-4c4c6df elementor-widget elementor-widget-text-editor" data-id="4c4c6df" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das Tool-Angebot ist inzwischen groß genug. Es unterscheidet sich lediglich in der Mächtigkeit. Will man etwa sinnvollerweise auch Ad-Impressions (also auch ohne Klick) in die Betrachtung einbeziehen, wird die Auswahl klarerweise kleiner.</p><p>Die Herausforderung besteht eigentlich in der Integration der Offline-Welten: Sowohl die Marketing-Kanäle sind ja immer noch zu >80% klassisch und gehören in die Analyse mit einbezogen; aber auch die Erfolge finden nicht nur online statt, sondern oftmals im stationären Handel oder am Telefon. Dies muss in der Modellierung mit berücksichtigt werden.</p><p>Die schon eingetretene Zukunft gehört ganz klar der Marketing Automation. Was sich bislang nur Walmart, Amazon & Co leisten konnten, steht nun auch normalen Budgets zur Verfügung und erhöht den ROI enorm.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f00bb6a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f00bb6a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cb692a8" data-id="cb692a8" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7217be9 elementor-widget elementor-widget-heading" data-id="7217be9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Was sind für Unternehmen die zu erwartenden Kosten, wie sieht die Kosten-Nutzen-Relation aus?</h3> </div> </div> <div class="elementor-element elementor-element-4b1435e elementor-widget elementor-widget-text-editor" data-id="4b1435e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Frage ist: Kann ich es mir leisten, nichts zu unternehmen? Sinkende Erträge und schwindender Marktanteil sind nur ein paar Folgen von Untätigkeit.</p><p>Die Nutzenrelation kann sehr klar abgebildet werden, da ja die gesamte Customer Journey Optimierung auf Messung und Analysen beruht, d.h. der ROI der Maßnahmen kann 1:1 nachgewiesen werden. Klarerweise muß vorab investiert werden.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-2cce255 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="2cce255" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9d30eab" data-id="9d30eab" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-88ea6c7 elementor-widget elementor-widget-heading" data-id="88ea6c7" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bitte um erfolgreiche Cases bzgl. Customer Journey ihres Unternehmens mit ganz kurzer Beschreibung</h3> </div> </div> <div class="elementor-element elementor-element-ddc30d9 elementor-widget elementor-widget-text-editor" data-id="ddc30d9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ol><li>Bei einem Kunden blieben die Erwartungen seiner Affiliate-Kampagne hinter den Erwartungen zurück. In der Customer Journey Analyse wurden die relevantesten Auslöser und Unterstützer für Affiliate-Kontakte ermittelt und im Anschluss gestärkt. In einer zweiten Schleife wurden neben den Kanälen auch noch die Werbemittel und Botschaften entlang der Kontaktpunkte optimiert.</li><li><a class="colorbox colorbox-insert-image" title="Zeitintervall von erstem Kontakt mit Website bis zum Anruf (mit Telefontracking)" href="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/content/pics/recency_analyse_vor_telefonanrufen.png" rel="gallery-all"><img decoding="async" class="image-large" style="float: right;" title="Zeitintervall von erstem Kontakt mit Website bis zum Anruf (mit Telefontracking)" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="Recency Analyse vor Telefonanrufen" data-lazy-src="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/styles/large/public/content/pics/recency_analyse_vor_telefonanrufen.png?itok=UF1sq44P" /><noscript><img decoding="async" class="image-large" style="float: right;" title="Zeitintervall von erstem Kontakt mit Website bis zum Anruf (mit Telefontracking)" src="https://e-dialog.group/wp-content/uploads/blog/sites/default/files/styles/large/public/content/pics/recency_analyse_vor_telefonanrufen.png?itok=UF1sq44P" alt="Recency Analyse vor Telefonanrufen" /></noscript></a>Ein anderer Kunde profitiert stark von Telefonkontakten, die über die Website generiert werden. Zuerst wurde hier ein Telefontracking eingerichtet, das nicht nur Rückschlüsse über den letzten Marketing-Kanal vor dem Anruf zeigt, sondern alle Kontaktpunkte davor erhebt. Dadurch konnten in den neuralgischen Phasen genau die richtigen Kanäle ausgesteuert werden.</li><li>Ein Telekom-Anbieter investiert breit in Display-Kampagnen. Zur Optimierung des Mediaplans sollte herausgefunden werden, welche Platzierungen auch in der Customer Journey vor neuen Abschlüssen oder Vertragsverlängerungen unterstützend wirken.</li></ol> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-7036ac1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7036ac1" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ec07c00" data-id="ec07c00" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e27efaf elementor-widget elementor-widget-heading" data-id="e27efaf" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bitte um ein persönliches Statement von Ihnen zu der Wertigkeit der Customer Journey im modernen Marketing:</h3> </div> </div> <div class="elementor-element elementor-element-9317193 elementor-widget elementor-widget-text-editor" data-id="9317193" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Customer Journey Analyse ist auch mit den heute verfügbaren Methoden und Tools eine unverzichtbare Methode zur Optimierung aller Marketing-Maßnahmen. Unternehmen, die hier früh Know-how aufbauen, erarbeiten sich damit einen signifikanten Wettbewerbsvorteil.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-617fca5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="617fca5" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-27eff68" data-id="27eff68" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e2ffe60 elementor-widget elementor-widget-text-editor" data-id="e2ffe60" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>e-dialog bietet Customer Journey Analysen sowohl alleinstehend als Assessment mit Optimierungsempfehlungen oder im Rahmen unserer Kampagnenbetreuung an. Dabei werden die unterschiedlichen Touchpoints (von Social Media, Search, Newsletter – aber auch Offline Kontakte) erfasst und mit geeigneten Attributierungs-Modellen ausgewertet.</p> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/at/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div data-rocket-location-hash="03910ff8661ec99940484bdcacc47ffb" id="wobbleCTA"></div></div> <div data-rocket-location-hash="432af2bac3067702fc14620b17bfd000" class="mwd-blogPost flex more-topics space-top space-bottom"> <div data-rocket-location-hash="e02d4abb341ba01ddcf628736c86d19a" class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div data-rocket-location-hash="42cd2c730aabf27b255fca5895c1d6b0" class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-61613 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" 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