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data-dropdown-indicator-class="<i aria-hidden="true" class="fas fa-angle-down"></i>" class="eael-advanced-menu-container eael-advanced-menu-align-right eael-advanced-menu-dropdown-align-left" data-hamburger-breakpoints="{"mobile":"Mobile Portrait (> 767px)","tablet":"Tablet Portrait (> 1024px)","tablet_extra":"Tablet Landscape (> 1200px)","desktop":"Desktop (> 2400px)","none":"None"}" data-hamburger-device="tablet"> <ul id="menu-hauptmenu-schweiz" class="eael-advanced-menu eael-advanced-menu-dropdown-animate-to-top eael-advanced-menu-indicator eael-advanced-menu-horizontal"><li id="menu-item-36996" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-36996"><a href="#">Leistungen</a> <ul class="sub-menu"> <li id="menu-item-36997" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36997"><a href="https://e-dialog.group/ch/bessere-kampagnen/">Digitale Werbung <br> & Kreation</a> <ul class="sub-menu"> 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</ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-60707"><a href="#">REFERENZEN<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-37013"><a href="https://e-dialog.group/ch/success-stories/">Success Stories</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-60708"><a href="https://e-dialog.group/ch/branchen/">Branchen</a></li> </ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-37015"><a href="#">KNOW-HOW<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-37012"><a href="https://e-dialog.group/ch/event-ubersicht/">Events</a></li> <li class="menu-item menu-item-type-post_type 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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 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/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: Onsite Personalisierung am Beispiel Optimize360</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-013.jpg" data-rocket-location-hash="86742b2234f1153553b7098edb400c97" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>#pcon Live Blog: Onsite Personalisierung am Beispiel Optimize360</h1><p class="author">von Michaela Linhart</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">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>Im dritten Vortrag an diesem Tag, der ganz im Zeichen von Programmatic steht, spricht Veranstalter Siegfried Stepke über “Onsite Personalisierung am Beispiel Google Optimize360” - wobei 70% der Präsentation Tool-unabhängig sind und sich nur 30% tatsächlich mit Google Optimize360 auseinandersetzen.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" 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 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="293e4800a7c4bc23768d48fceaf99222" data-elementor-type="wp-post" data-elementor-id="41156" class="elementor elementor-41156 elementor-26101" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-21bc8232 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="21bc8232" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-464358d0" data-id="464358d0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1795aaac elementor-widget elementor-widget-heading" data-id="1795aaac" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Warum ist Personalisierung wichtig? </h2> </div> </div> <div class="elementor-element elementor-element-56f13165 elementor-widget elementor-widget-text-editor" data-id="56f13165" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Zu Beginn der Präsentation erzählt Stepke, warum es eigentlich so wichtig ist zu personalisieren und präsentiert zwei von unzählig verfügbaren Studien am Markt:</p><ol><li>Mit Personalisierung kann ein <strong>Sales Uplift von über 19%</strong> erreicht werden – und das ohne weiterem Media Spend.</li><li>Und viel wichtiger: <strong>64% der User sagen, dass ihnen eine personalisierte Customer Experience wichtiger ist als der Preis.</strong></li></ol><p><em>“Wenn das also so ist, warum wird dann noch nicht personalisiert?”</em>, fragt Stepke korrekt an dieser Stelle und gibt auch schon die Antwort: Alte Technologie, die nicht für die Mobile Ära gebaut wurde, ein unvollständiger Blick auf Kunden und die falschen Ressourcen sind mitunter die Hauptgründe dafür.</p><p>Stepke widerlegt: <em>“Das stimmt aber nicht ganz: Immerhin gibt es zahlreiche Tools am Markt die Personalsierung erlauben.”</em> z.B. Google Optimize360. Wir sind jetzt also in einem Umbruch… Jetzt ist Personalisierung möglich! Und das Gute ist: <em>“Wir können eigentlich gleich morgen damit starten.”</em></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-36535b8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="36535b8" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-09d0ea3" data-id="09d0ea3" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-be53370 elementor-widget elementor-widget-heading" data-id="be53370" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Personalisierungs-Gefahren entgehen </h2> </div> </div> <div class="elementor-element elementor-element-1ee1035 elementor-widget elementor-widget-text-editor" data-id="1ee1035" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Aber: Es gibt Dinge die vor dem Start beachtet werden müssen. Stepke fasst dies wie folgt zusammen:</p><ul><li><strong>Übertreibe nicht!</strong> Relevanz ist das Zauberwort – nicht knallharte Personalisierung!</li><li><strong>Vertrauen schaffen!</strong> Kläre deine Nutzer darüber auf, was du machst und warum.</li><li><strong>Starte klein!</strong> Beginne mit wenigen, klaren Segmenten.</li><li><strong>Miss den Erfolg und optimiere!</strong> <em>Optimiere, optimiere, optimiere…</em></li><li><strong>Teste auch die Botschaft je Segment!</strong> <em>Teste, teste, teste…</em></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-04f75ca elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="04f75ca" 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-86d9144" data-id="86d9144" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-ab3fba5 elementor-widget elementor-widget-heading" data-id="ab3fba5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Von der Theorie in die Praxis: Optimize360 </h2> </div> </div> <div class="elementor-element elementor-element-c65261d elementor-widget elementor-widget-text-editor" data-id="c65261d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Die Theorie klingt gut! Wie sieht es nun in der Praxis aus? In der Praxis gibt es zahlreiche Tools, mit denen personalisiert werden kann: Eines davon ist <a href="https://e-dialog.group/blog/conversion-optimierung/google-optimize-360-das-testing-tool-mit-dem-mehr-an-insights/">Optimize360</a>, das neue <strong>Testing & Personalisierungs Tool von Google</strong>, dass vollständig in die neue <a href="https://e-dialog.group/blog/webanalyse/google-analytics-premium-wird-google-analytics-360/">GA360 Suite</a> integriert ist. </span></p><p><span style="font-weight: 400;">Grundsätzlich kann Optimize360 dasselbe wie alle anderen, gängigen Testigtools: A/B Tests, Mulitvariate Tests, Redirect Tests. <em>Was sind also die Vorteile?</em> Stepke nennt <strong>die native Integration aller Google Produkte in der GA360 Suite als den größte Vorteil aller neuen Suite Produkte.</strong> So kann mit Optimize360 beispielsweise der volle Umfang von <a href="https://e-dialog.group/webanalyse/">Google Analytics</a> genutzt werden. Sprich: alle Metriken, wie Verweildauer, Surftiefe, Bounces, Umsatz, etc. Außerdem </span><span style="font-weight: 400;">können die in Google Analytics gesammelte Daten genutzt werden, um in Optimize360 darauf zu targeten. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-28b155c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="28b155c" 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-ab5390a" data-id="ab5390a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e8b3fcd elementor-widget elementor-widget-heading" data-id="e8b3fcd" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Personalisierung: Ein Beispiel </h2> </div> </div> <div class="elementor-element elementor-element-d4b0812 elementor-widget elementor-widget-text-editor" data-id="d4b0812" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;"><strong>Mit Optimize360 können nun einzelnen Usern unterschiedliche Inhalte ausgeliefert werden, die ganz zielgerichtet auf sie abgestimmt sind</strong> z.B. auf Basis von Standort Daten, Demografischen Daten, Kundendaten, etc. </span><span style="font-weight: 400;">Als Praxis Beispiel nennt Stepke die eigene <a href="https://e-dialog.group/jobs/">Job-Suchseite auf e-dialog.at</a>: Hier werden je nach Standort des Users unterschiedlich relevante Inhalte ausgespielt. Kommt der User z.B. aus Deutschland, so werden ihm 5 Gründe aufgelistet, warum er ausgerechnet in Wien arbeiten soll. Wiener hingegen werden natürlich nicht mit dieser Information “genervt”. </span></p> </div> </div> <div class="elementor-element elementor-element-3aceac6 elementor-widget elementor-widget-image" data-id="3aceac6" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="775" height="540" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20775%20540'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23143" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt.png 775w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-300x209.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-768x535.png 768w" data-lazy-sizes="(max-width: 775px) 100vw, 775px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt.png" /><noscript><img fetchpriority="high" decoding="async" width="775" height="540" src="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt.png" class="attachment-large size-large wp-image-23143" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt.png 775w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-300x209.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-768x535.png 768w" sizes="(max-width: 775px) 100vw, 775px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3cb57777 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3cb57777" 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-3cff773b" data-id="3cff773b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3721974e elementor-widget elementor-widget-heading" data-id="3721974e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Optimize: Kleiner Bruder von Optimize360</h2> </div> </div> <div class="elementor-element elementor-element-7c40b2f8 elementor-widget elementor-widget-text-editor" data-id="7c40b2f8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Am Ende des Vortrags begeistert Stepke noch mit <strong>Breaking News aus dem Google Headquater</strong>: Gestern hat Google announced, dass Optimize360 einen “kleinen Bruder” bekommen hat: <em>Optimize</em>. Optimize ist die <strong>gratis</strong> <strong>Version</strong> von Optimize360, die zwar weniger Funktionalität beinhaltet aber dafür kostenlos eingesetzt werden kann. Und das ist perfekt für alle, die einsteigen wollen! Optimize wird schon nächstes Monat weltweit ausgerollt und ist ab dann überall verfügbar. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a61843b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a61843b" 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-6739df6" data-id="6739df6" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4149f50 elementor-widget elementor-widget-heading" data-id="4149f50" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-a8c9751 elementor-widget elementor-widget-text-editor" data-id="a8c9751" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Würde man Stepkes Botschaft in einem Satz zusammenfassen, wäre es wohl: <em><strong>Individualisierung bringt’s! Starten Sie einfach – aber starten Sie!</strong></em></span></p><p><strong>Folien nachlesen? Auf <a href="http://www.slideshare.net/e-dialog-vienna/pcon-2016-onsite-personalisierung-individualisierung-siegfried-stepke-edialog">SlideShare</a>.</strong></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! 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Vortrag von Siegfried Stepke zum Thema OnSite Personalisierung: Warum ist sie wichtig? Was ist m\u00f6glich? 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