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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 class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category"></span> <span class="arrow">></span> <span class="child">#pcon Live Blog: Mit Realtime Data zu einer besseren Customer Experience</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/DSC_3703.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>#pcon Live Blog: Mit Realtime Data zu einer besseren Customer Experience</h1><p class="author">von Michaela Linhart</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">29. September 2016</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Marcel Martschausky, Director Consulting bei Webtrekk in Deutschland, startet seinen Vortrag “Mit Realtime Data zu einer besseren Customer Experience” mit einer spannenden und persönlichen Geschichte:</p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title"></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></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="41139" class="elementor elementor-41139 elementor-26126" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-7cbd53e6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7cbd53e6" 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-b9af0b3" data-id="b9af0b3" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4fd9a0f5 elementor-widget elementor-widget-text-editor" data-id="4fd9a0f5" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p>Genau so einfach lassen sich auch die bestehenden Sammlungen anpassen. Hierfür klickt man beispielsweise bei der “Life cycle” Sammlung auf “Edit Collection” und gelangt in das selbe Bearbeitungsmenü. Im folg</p><p>Das erste mal in Wien, musste Martschausky feststellen, dass manche Unternehmen an der Customer Experience zwischen Online und Offline noch hart arbeiten müssen. Als negativ Beispiel nennt er die Hotelreservierung zur Übernachtung während der <a href="https://www.programmaticon.net/" target="_blank" rel="noopener">PCON</a> in Wien. So hat Martschausky im Internet ein Hotel gesucht – und gefunden. Die Customer Experience im Internet war hervorragend: perfekte Werbung, perfekte Fotos, perfektes Remarketing. Die Ankunft in Wien war jedoch mit Enttäuschung verbunden: Die Dame an der Rezeption war nicht besonders freundlich. Nach der Frage nach einem guten Restaurant in der Nähe, hat sie ihm die City Map in die Hand gedrückt. Und statt dem Sekt beim Empfang, gab es nur einen Gutschein. <em>Riesen Enttäuschung! – und das Fazit</em>: <strong>Programmatic Marketing kann noch so gut sein, die Person an der Rezeption hat den Unterschied gemacht.</strong> Es folgt nun keine positive Bewertung im Internet und weiterempfehlen wird er dieses Hotel nun auch nicht…</p><p>Im Gegensatz dazu präsentiert Martschausky auch eine überaus positive Customer Experience und punktet wieder mit einer persönlichen Geschichte seines letzten Urlaubs in Disneyland. Disneyland hat das Konzept verstanden und fährt nicht nur online einen hervorragende programmatische Strategie – sondern auch offline. Die Rede ist vom Magic Band Program (FastPass), das Kunden die Möglichkeit schafft gegen einen gewissen Aufpreis die langen Schlangen zu überspringen und dadurch den Familienurlaub optimal und punktgenau zu planen. <strong>Ein unbezahlbares, perfektes Familienerlebnis.</strong></p><p>enden Screenshot haben wir zu Demonstrationszwecken den Monetisation Bereich komplett entfernt und die Reihenfolge der Themen innerhalb der “Life cycle” Sammlung angepasst. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-377d8ce elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="377d8ce" 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-7af36a5" data-id="7af36a5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-025a6e9 elementor-widget elementor-widget-heading" data-id="025a6e9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h2 class="elementor-heading-title elementor-size-default">Customer Experience macht den Unterschied </h2> </div> </div> <div class="elementor-element elementor-element-93c761d elementor-widget elementor-widget-text-editor" data-id="93c761d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Fakt ist, so Martschausky, <em>“Personalisierung wird den Hauptunterschied machen”</em>: Was Philip Kotler schon vor vielen Jahrzehnten verstanden hat, beginnt nun auch die digitale Welt zu verstehen – und umzusetzen. Spätestens 2020 wird die Customer Expierence den entscheidenden Unterschied machen ob Firmen weiterhin bestehen – oder nicht. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-cb70f84 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="cb70f84" 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-61e114a" data-id="61e114a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e43a789 elementor-widget elementor-widget-heading" data-id="e43a789" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">4 Challenges in der digitalen Welt… </h2> </div> </div> <div class="elementor-element elementor-element-238f394 elementor-widget elementor-widget-text-editor" data-id="238f394" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weiters zählt Martschausky vier Challenges auf, mit denen wir in einer digitalen Welt konfrontiert sind:</p><ul><li><ul><li>#1: Customer Experience will be the Key Differentiator</li><li>#2: Disruption by Competitors</li><li>#3: Machines on the Battlefield</li><li>#4: Embrace the Power of Now</li></ul></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5d8fbf8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5d8fbf8" 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-247cba0" data-id="247cba0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-0840d2e elementor-widget elementor-widget-heading" data-id="0840d2e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">…und ihre Lösung </h2> </div> </div> <div class="elementor-element elementor-element-17a8367 elementor-widget elementor-widget-text-editor" data-id="17a8367" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Lösung dafür ist spannend: Es braucht Tools und Möglichkeiten Daten zusammenzuführen und richtig zu transformieren. <strong>Erst die Transformation der Daten aus der Webanalyse in Kombination mit Daten aus dem CRM, ERP System, etc. vereint im DWH macht den Unterschied.</strong> Denn dadurch kann das BI die richtigen Fragen stellen – und beantworten – und das Marketing die User zur richtigen Zeit, mit der richtigen Botschaft ansprechen.</p><p>Die Transformation von Input in Output muss nun natürlich viel, viel schneller gehen als noch zuvor. Dafür sind <a href="https://e-dialog.group/blog/programmaticon/pcon-live-blog-das-rtb-oekosystem/">Technologien wie DMPs, SSPs, etc.</a> erforderlich. Wobei darauf geachtet werden muss, dass die größtmögliche Flexibilität beibehalten wird. So ist es wichtig, dass nicht nur auf Programmatic geschaut wird und alle anderen Teile außer acht gelassen werden.</p><p><strong>Folien nachlesen? Auf <a href="http://www.slideshare.net/e-dialog-vienna/pcon-2016-mit-realtime-data-zu-einer-besseren-customer-experience-marcel-martschausky-webtrekk" target="_blank" rel="noopener">SlideShare</a>. </strong></p> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div 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! 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