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menu-item-19898"><a href="https://e-dialog.group/teaching-talking/">Teaching & Talking</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30953"><a href="https://e-dialog.group/social-engagement/">Social Engagement</a></li> </ul></div> </li> </ul><div class="o-search"><a href="#" class="js-open-search"><i aria-hidden="true" class="fas fa-search"></i></a></div></div><style>#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:before{content: url(https://e-dialog.group/wp-content/uploads/2022/02/e-dialog-wirsind-menu.svg) !important;}#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:after{background-image: url("https://e-dialog.group/wp-content/uploads/2023/08/e-dialog-kontaktbox-new1.jpg");}</style></div> </div> </div> </div> </div> </div> </section> </div> <style>.bg-color-post {background-color: #0d5699;}.bg-color-success-story {background-color: #081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #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/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Datadriven Advertising News</span> <span class="arrow">></span> <span class="child">Die 29 wichtigsten Online Marketing Kennzahlen</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/optimierung.png" data-rocket-location-hash="9156ff3b73938cacc713601a4c023921" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Die 29 wichtigsten Online Marketing Kennzahlen</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">15. Oktober 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"> 6</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Gerade wenn es um Transparenz geht, sind nachvollziehbare Zahlen und Daten sehr wichtig. Deshalb haben wir in diesem Blogbeitrag die wichtigsten Online Marketing Kennzahlen zusammengefasst.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Datadriven Advertising News</div><p><p>Unsere Experten für alle datengetriebenen Kanäle und digitale Marketing-Strategien teilen Ihre Expertise auch gerne persönlich mit Ihnen - kontaktieren Sie uns!</p> </p><a href="/kontaktformular" 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="8e21456468b2a187dc0a469bb88713c6" data-elementor-type="wp-post" data-elementor-id="25097" class="elementor elementor-25097" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-5c971445 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5c971445" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-72ae2737" data-id="72ae2737" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3b9f0ca4 elementor-widget elementor-widget-image" data-id="3b9f0ca4" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="400" height="300" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20400%20300'%3E%3C/svg%3E" class="attachment-large size-large wp-image-20800" alt="Optimierung" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/optimierung.png 400w, https://e-dialog.group/wp-content/uploads/2022/02/optimierung-300x225.png 300w" data-lazy-sizes="(max-width: 400px) 100vw, 400px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/optimierung.png" /><noscript><img fetchpriority="high" decoding="async" width="400" height="300" src="https://e-dialog.group/wp-content/uploads/2022/02/optimierung.png" class="attachment-large size-large wp-image-20800" alt="Optimierung" srcset="https://e-dialog.group/wp-content/uploads/2022/02/optimierung.png 400w, https://e-dialog.group/wp-content/uploads/2022/02/optimierung-300x225.png 300w" sizes="(max-width: 400px) 100vw, 400px" /></noscript> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5861ccab" data-id="5861ccab" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e0ac8ea elementor-widget elementor-widget-text-editor" data-id="e0ac8ea" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Kennzahlen machen Erfolge, Entwicklungen und Verläufe greif- und vergleichbar. Genau aus dem Grund sind diese so wichtig. Gerade wenn es um Reportings geht, in denen man einem Außenstehenden oder das Management versucht seine Arbeitsfortschritte transparent zu machen, sind logisch nachvollziehbare und auswertbare Daten und Zahlen von enormer Wichtigkeit.</p><p>Denn was eigentlich für alle Marketingstrategien Gültigkeit hat, gilt besonders im Online Marketing.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3ed9fa86 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3ed9fa86" 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-228a5654" data-id="228a5654" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-57a46283 elementor-widget elementor-widget-heading" data-id="57a46283" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Bestandteile der Onlinekampagne</h2> </div> </div> <div class="elementor-element elementor-element-366d45fe elementor-widget elementor-widget-text-editor" data-id="366d45fe" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ein grundlegender und wesentlicher Bestandteil jeder guten Onlinekampagnenstrategie impliziert eine funktionierende Zusammenarbeit aller Bereiche, die das Online Marketing beinhaltet:</p><ul style="margin-left: 40px;"><li>Webseiteninhalte / Onsite</li><li>E-Mail-Marketing</li><li>E-Commerce</li><li>Social Media</li><li>Kostenmodelle</li></ul><p>Werden diese Bereiche wie getrennt schwimmende Inseln oder einzeln als „Traffic-Kanäle“ behandelt und nicht dem großen <strong>gemeinsamen Ziel der Besucherstromaquise und –erhaltung</strong> untergeordnet wird man auch mittels der greifbaren Kennzahlen nicht zum gewünschten Ergebnis, z.B. der Umsatzsteigerung kommen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-e684205 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e684205" 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-b314fa7" data-id="b314fa7" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-af380df elementor-widget elementor-widget-heading" data-id="af380df" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Budget-Eruierung</h2> </div> </div> <div class="elementor-element elementor-element-f75c83d elementor-widget elementor-widget-text-editor" data-id="f75c83d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Im Gegensatz zu klassischer Werbung muss man im Online Marketing nicht mit monströsen Streuverlusten leben, sondern hat die Möglichkeit, fast, bis auf den einzelnen Besucher eingehend, sagen zu können, wie viel er uns wert ist. Um ein Budget für den Bereich Online Marketing festzulegen ist es von grundlegender Bedeutung zu wissen, was einem, im Durchschnitt, der einzelner Besucher wert ist. Weiß man das nicht, steht man vor einem quasi unlösbaren Problem. Hier schließt sich der Controlling-Kreis.</p><p>Wichtige Fragen wie</p><ul><li style="margin-left: 40px;">Wer sind meine Besucher?</li><li style="margin-left: 40px;">Wo kommen sie her und wie lange werden welche Informationsangebote genutzt?</li><li style="margin-left: 40px;">Wer sind die treuesten Besucher und woher kommen sie?</li><li style="margin-left: 40px;">Was wird gekauft?</li><li style="margin-left: 40px;">Wie viel ist ein Besuch aus einem Newsletter im Monatsmittel wert, gegenüber einem Besucher der über die Facebook-Seite kommt?</li></ul><p>sollten geklärt werden.</p><p>An dieser Stelle kommt die Technik der <strong>Webanalyse und Conversion-Optimierung</strong> ins Spiel, was wiederum zeigt, wie wichtig ein Zusammenspiel der unterschiedlichen Abteilungen im Online Marketing ist.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a4e2cc1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a4e2cc1" 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-c9d4206" data-id="c9d4206" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a819618 elementor-widget elementor-widget-heading" data-id="a819618" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Erfolge messen</h2> </div> </div> <div class="elementor-element elementor-element-c34a414 elementor-widget elementor-widget-text-editor" data-id="c34a414" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Es ist heute, mehr denn je wichtig, dass alle Online-Marketing-Disziplinen zusammenspielen um dem Benutzer und der Suchmaschine ein passendes Gesamtergebnis zu schaffen.</p><p>Man darf nicht engstirnig denken, denn Nummer-Eins-Platzierungen auf Google sind nicht gleichzusetzen mit erfolgreichem Online Marketing.</p><p>Weder durch „Likes“ noch mittels „Mail Open Rates“ ist ein betriebswirtschaftlicher Nutzen oder direkter Bezug zu Umsätzen darstellbar.</p><p>Das profitabelste <strong>Produkt mit der höchsten Conversion-Rate zu verkaufen</strong> und somit durch den dorthin gekauften Traffic den <strong>höchsten Deckungsbeitrag</strong> zu erlangen, das ist Erfolg im Online Marketing.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f48b060 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f48b060" 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-64fe673" data-id="64fe673" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cad4ceb elementor-widget elementor-widget-heading" data-id="cad4ceb" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Zahlen Analysieren</h2> </div> </div> <div class="elementor-element elementor-element-9587a27 elementor-widget elementor-widget-text-editor" data-id="9587a27" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <address>„Analysieren heißt, etwas kaputt machen unter dem Vorwand, man wolle nachsehen, wie es arbeitet.“ – <span style="font-style: italic; line-height: 1.538em;">Quelle unbekannt</span></address><p>Damit genau dieses Zitat nicht wahr wird, muss man lernen Kennzahlen in einem vernetzten Aspekt zu sehen und auch so auswerten zu können.</p><p>Jährlich werden Milliarden in Online Marketing investiert, dennoch steht am Ende immer noch die Frage: Wie oft und wo sind diese Kosten wirklich gewinnbringend?</p><p>Die Analyse im Marketing getätigter Investitionen hat zum Ziel, eine bessere Steuerung und Übersicht aller Aktivitäten zu erlangen. Mit Hilfe betriebswirtschaftlicher Zahlengrößen kommt es zur Ermittlung der Effizienz einzelner Maßnahmen. Dabei haben traditionelles Marketingcontrolling und Analyse des Online Marketings zwar den gleichen Zweck, messen jedoch unterschiedliche Kennzahlen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-262fc50 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="262fc50" 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-29b6c82" data-id="29b6c82" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-87b88d1 elementor-widget elementor-widget-heading" data-id="87b88d1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Die wichtigsten Kennzahlen nach Bereich</h2> </div> </div> <div class="elementor-element elementor-element-8e33604 elementor-widget elementor-widget-text-editor" data-id="8e33604" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <table style="width: 100%;" border="1" cellspacing="1" cellpadding="1"><tbody><tr><td><h3><span style="color: #696969;">Onsite KPIs</span></h3></td><td> </td></tr><tr><td><h4>Visitors</h4></td><td>Hier spricht man von der Anzahl der Besucher (engl.: Visitors) einer Webseite. Diese Kennzahl wird meist in Relation zu einem bestimmten Zeitrahmen verwendet, z.B. Besucher pro Stunde, pro Tag oder pro Monat. Eine hohe Anzahl an Visitors ist hier natürlich erwünscht.</td></tr><tr><td><span style="font-size: 15px; font-weight: bold; line-height: 23.078125px;">(Unique) Visits</span></td><td>Anzahl der (einzigartigen) Besucher einer Website. Die Unique Visitors ergeben die Nettomenge der gesamten Besucher.</td></tr><tr><td><h4>Seitenaufrufe pro Besucher / Page Impressions</h4></td><td>Diese Kennzahl lässt erkennen wie aktiv die Besucher der Website sind. Ein Indikator, der für hohe Qualität spricht ist die längere Verweildauer und die Betrachtung unterschiedlicher Inhalte. Es ist darauf schließbar, dass der Inhalt für den Besucher von größerem Nutzen ist, je länger er sich auf der Seite aufhält und je mehr Seiten er besucht. Bei einer niedrigen Anzahl von Seitenaufrufen pro Visitor, sollte man der Ursache auf den Grund gehen.</td></tr><tr><td><h4>Absprungrate / <a href="https://e-dialog.group/blog/seo/seo-bounce-rate-verweildauer-optimieren-fuer-bessere-rankings/">Bounce Rate</a></h4></td><td>Mittels dieser Online Marketing-Kennzahl betrachtet man das Verhältnis von Besuchern, die eine Website, die nach der Betrachtung nur einer Seite, diese sofort wieder verlassen. Sprechen wir von einer hohen Absprungrate ist das immer ein Signal das etwas unternommen werden muss. Eventuell konnte der Besucher Gesuchtes nicht finden. Bei einzelnen Seiten mit hoher Bounce Rate ist man mit einer Revision gut beraten.</td></tr><tr><td><h4>Conversion-Rate</h4></td><td><p>Hinter dem Begriff Conversion verbirgt sich ein Webseitenbesucher, der eine gewünschte (Trans)Aktion auf der Seite durchführt.</p><ul><li>Ausfüllen eines Formulars</li><li>Bestellung eines Produkts</li><li>Abonnieren des Newsletters</li><li>Etc.</li></ul><p>Die Conversion-Rate veranschaulicht dann, das Verhältnis von Conversions zu Besuchern.</p></td></tr><tr><td><h4>ROAS (Return on Advertising Spending)</h4></td><td>Der ROI für Online-Werbung zeigt das Verhältnis zwischen Werbekosten und dem daraus resultierendem Umsatz. Der fortlaufende Erfolg einer Werbekampagne kann, dank dieser Kennzahl, mit einem Blick erkannt werden.</td></tr><tr><td><h4>Verweildauer / Aufenthaltszeit</h4></td><td>Die Verweildauer eines Besuchers auf einer Seite gilt als Messgröße für die inhaltliche Qualität einer Website. Diese Online Marketing-Kennzahl lässt erkennen, ob der Inhalt ansprechend genug ist und den Besucher zu einer Aktion animiert, oder ob die Seite schnell wieder verlassen wird.</td></tr><tr><td><h4>Wiederkehrende Besucher vs. Neuen Besuchern</h4></td><td>Durch das Verhältnis von bestehender Zielgruppe zu Neuen wird erkennbar, auf welche dieser Gruppen man mit verstärkter Aufmerksamkeit mittels online Strategien reagieren sollte.</td></tr><tr><td><h3><span style="color: #696969;">E-Mail-Marketing</span></h3></td><td> </td></tr><tr><td><h4>Anzahl der Abonnenten</h4></td><td>Zeigt an wieviele Leute man mit E-Mail-Marketing-Maßnahmen regelmäßig erreicht</td></tr><tr><td><h4>Delivery rate</h4></td><td>Diese Kennzahl zeigt die Gesamtmenge der versendeten Mails – (Hard Bounces + Soft Bounces)</td></tr><tr><td><h4>Hard vs. Soft Bounces</h4></td><td><p>Von Hard bounces spricht man wenn es um die Problematik von unzustellbaren Mails aufgrund von ungültigen Mail-Adressen, Blockierung, oder der Gleichen handelt.</p><p>Soft bounces hingegen beschreiben unzustellbare Mails aufgrund von vollen Mailboxen, überschrittener Datenmenge und anderen „soften“ Problemen.</p></td></tr><tr><td><h4>Öffnungsrate</h4></td><td>Die Öffnungsrate beschreibt den Anteil der geöffneten Mails im Verhältnis zu den versendeten Mails.</td></tr><tr><td><h4>Click-Through-Rate</h4></td><td>Hier beschreibt man den Anteil der Klicks auf einen im Mailing enthaltenen Link, im Verhältnis zu den versendeten Mails. Es wird also, die Attraktivität der Werbekampagne dargestellt. Die Ursache einer geringen Click-Through-R<span style="font-size: 0.923em; line-height: 1.538em;">ate kann vielschichtige Gründe haben,</span><span style="font-size: 0.923em; line-height: 1.538em;"> man sollte dem allerdings auf alle Fälle auf den Grund gehen. Es kann zum Beispiel an einem unpassend gewählten Zeitpunkt der Versendung liegen oder einem nicht zielgruppenkonformen Design, sowie an vielen weiteren Ursachen liegen. Durch die Click-Through-Rate erhält man Aufschluss darüber, ob die Werbeausgaben erfolgversprechend sind oder nicht.</span></td></tr><tr><td><h4>Abmelderate</h4></td><td>Diese Kennzahl zeigt den Anteil der Abmeldungen im Verhältnis zu den versendeten Mails. Auch hier sollte man einer hohen Abmelderate mittels neuer und überarbeiteter Strategien entgegen wirken.</td></tr><tr><td><h3><span style="color: #696969;">E-Commerce KPIs</span></h3></td><td> </td></tr><tr><td><h4>Umsatz</h4></td><td><p>Umsatz der durch die ausgelösten Bestellungen generiert werden konnte ist natürlich eine der wichtigsten zu beachtenden Kennzahlen.</p><ul><li>Durchschnittlicher Bestellwert/Pro Besucher</li></ul><ul><li>Durchschnittliche Stückzahl/Pro Bestellung</li></ul></td></tr><tr><td><h4>Orders pro Visitors</h4></td><td>Hier wird die durchschnittliche Anzahl der Bestellungen pro Besucher gemessen.</td></tr><tr><td><span style="font-size: 15px; font-weight: bold; line-height: 23.078125px;">Cost-per-Order</span></td><td>Mit dieser Kennzahl werden anfallenden Werbekosten für einen, im Zuge einer Werbemaßnahme getätigten Verkauf beschrieben.</td></tr><tr><td><h4>Stornoquote</h4></td><td>Hier wird, der Anteil der Stornierungen von Bestellungen im Vergleich zur Gesamtsumme der Bestellungen innerhalb eines Zeitraums erkennbar.</td></tr><tr><td><h4>Retourenquote</h4></td><td>Damit bezeichnet man den Anteil der Retoursendungen von Ware im Vergleich zur Gesamtsumme der bestellten Einheiten innerhalb eines Zeitraums.</td></tr><tr><td><h3><span style="color: #696969;">Social Media KPIs</span></h3></td><td> </td></tr><tr><td><h4>Anzahl der Social Media Kontakte</h4></td><td>Diese Zahl zeigt das Potenzial für mögliches Word of Mouth<span style="font-size: 0.923em; line-height: 1.538em;">, viraler Verbreitung bzw. Weiterempfehlung. Hier gilt es zu beachten, dass dies nur eine quantitative Messgröße ist. Zu Social Media-Kontakten zählen z.B. Facebook Freunde, Twitter Follower, Youtube Views …</span></td></tr><tr><td><h4>Community Wachstum</h4></td><td>Das Wachstum einer Community eines Social Media Kanals innerhalb eines Zeitraums in Prozent angegeben, stellen das Community Wachstum dar und beschreibt die Popularität der Marke beziehungsweise des Produkts.</td></tr><tr><td><h4>Anzahl der Beiträge</h4></td><td>Anhand der Anzahl der aktiven Beiträge von Fans, innerhalb eines bestimmten Zeitraums wird ebenfalls die Aktualität und Popularität eines Unternehmens, einer Marke oder eines Produkts erkennbar.</td></tr><tr><td><h4>Retweet Rate, Weiterempfehlungsrate</h4></td><td>Hier hat man im Gegensatz zu der quantitativen Kennzahl der sozialen Kontakte, die qualitative Kennziffer von Word of Mouth, viraler Verbreitung und Weiterempfehlung.</td></tr><tr><td><h4>Antwortzeit & Antwortrate</h4></td><td>Die durchschnittlich vergangene Zeitspanne bis zur Beantwortung von Postings und der Anteil der beantworteten Postings im Verhältnis zur Gesamtzahl der Postings stellt eine Kennzahl dar, die das Kunden- und Besucherinteresse und den Grad der Aktivität und Social Media-Kompetenzen visualisiert.</td></tr><tr><td><h3><span style="color: #696969;">Kampagnen – Kostenmodelle</span></h3></td><td> </td></tr><tr><td><h4>Total Cost</h4></td><td>Wie hoch sind die totalen Kosten</td></tr><tr><td><h4>Daily Cost</h4></td><td>Was sind meine Kosten, auf eine tägliche Basis gerechnet</td></tr><tr><td><h4>Cost per Thousand – CPT (Cost per Mille – CPM)</h4></td><td>Wie hoch sind die Kosten um 1.000 Leute zu erreichen / 1.000 Impressions zu haben / etc.</td></tr><tr><td><h4>Cost per Click – CPC</h4></td><td><div><ul><li>Fix (z.B. Affiliate Click)</li><li>Dynamisch (z.B. AdWords)</li></ul><p>Mittels dieser Kennzahl werden die Kosten für einen erfolgten Klick auf die Werbeeinschaltung visualisiert.</p></div></td></tr><tr><td><h4>Cost per Action – CPA</h4></td><td><div><ul><li>Fix (CPL – Cost per Lead)</li><li>Prozentual</li></ul><p>Die Kosten je Aktion können sich auf einen neu gewonnenen Kunden oder den Verkauf eines Produkts beziehen. Dabei werden die verursachten Kosten für eine Kampagne, z.B. AdWords-Werbung, der Aktion zugeordnet. Somit wird erkennbar, ob die Ausgaben für die gewünschte Aktion gerechtfertigt sind.</p></div></td></tr></tbody></table> </div> </div> <div class="elementor-element elementor-element-9621ef7 elementor-widget elementor-widget-text-editor" data-id="9621ef7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Abschließend bleibt nur noch zu sagen, dass gutes Marketingcontrolling Kennzahlen nicht nur misst, sondern diese auch mit vergangenen Werten vergleicht. Aus diesen Vergleichen lassen sich dann wiederum, zielgerichtete Anpassungen der Online Marketing-Strategie vornehmen.</p><p>Um richtige Schlüsse aus den Kennzahlen ziehen zu können, sollten Kennzahlen langfristig beobachtet werden und mit Durchschnittswerten von anderen, branchennahen Unternehmen verglichen werden. Jegliche Analyse ist jedoch umsonst, wenn keine sinnvollen Aktionen folgen. Nach der Erkennung und Aufdeckung der vorhandenen Schwachstellen, sollten diese behoben beziehungsweise optimiert werden. Genauso sollte der weitere Vorgang bei funktionierenden, ergo erfolgreichen, Maßnahmen verstärkt investiert und ausgebaut werden.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4ba08bcf elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4ba08bcf" 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-1c85470a" data-id="1c85470a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-10296d0c elementor-widget elementor-widget-heading" data-id="10296d0c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Sie haben Fragen? 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