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is-layout-flex wp-container-core-group-is-layout-20 wp-block-group-is-layout-flex"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/arrow_left.svg" alt=""/></figure> </div> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p class="has-text-align-left pp-action-link"><a href="/blog/">Zurück zum Blog</a></p> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"><h1 class="wp-block-post-title">Wie Sie Ihr Customer Lifecycle Management mit Analytics stärken</h1> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-22 wp-block-group-is-layout-constrained"><div class="taxonomy-category wp-block-post-terms"><a href="https://piwikpro.de/blog/category/web-analytics/" rel="tag">Analytics</a><span class="wp-block-post-terms__separator">, </span><a href="https://piwikpro.de/blog/category/conversion-optimierung/" rel="tag">Conversion Optimierung</a><span class="wp-block-post-terms__separator">, </span><a href="https://piwikpro.de/blog/category/customer-journey/" rel="tag">Customer Journey</a></div> <div class="wp-block-group has-small-font-size is-layout-constrained wp-container-core-group-is-layout-21 wp-block-group-is-layout-constrained"> <p>Geschrieben von <span class="pp-authors">Beata Moryl</span></p> <p>Veröffentlicht April 07, 2022</p> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"><figure class="aligncenter wp-block-post-featured-image"><img width="620" height="400" src="https://piwikpro.de/wp-content/uploads/sites/2/2022/04/2022_04_06_How-to-strengthen-and-drive-your-customer-lifecycle-management-with-analytics_blog-1.png" class="attachment-post-thumbnail 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wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget__socials-wrapper is-layout-constrained wp-container-core-group-is-layout-24 wp-block-group-is-layout-constrained wp-container-2 is-position-sticky" style="padding-top:var(--wp--preset--spacing--8)"> <a class="pp-link" href="http://www.facebook.com/share.php?u=https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/&title=Wie+Sie+Ihr+Customer+Lifecycle+Management+mit+Analytics+st%C3%A4rken" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_facebook.svg" alt="" style="object-fit:cover"/></figure> </div> </a> <a class="pp-link" href="http://twitter.com/intent/tweet?text=Wie+Sie+Ihr+Customer+Lifecycle+Management+mit+Analytics+st%C3%A4rken:%20https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_x_circle.svg" alt=""/></figure> </div> </a> <a class="pp-link" href="http://www.linkedin.com/shareArticle?mini=true&url=https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/&title=Wie+Sie+Ihr+Customer+Lifecycle+Management+mit+Analytics+st%C3%A4rken&source=" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_linkedin.svg" alt=""/></figure> </div> </a> </div> </div> <div class="entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow"> <p>In den letzten Jahren beobachten wir einen deutlichen Trend: immer mehr Verbraucher gehen online und interagieren primär dort mit Marken. Laut einer McKinsey-Umfrage über den Einfluss von Covid-19 auf das Verbraucherverhalten <a href="https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever" target="_blank" aria-label=" (opens in a new tab)" rel="noreferrer noopener nofollow">verlagerten sich die Abnehmer drastisch auf Online-Kanäle</a>. Die Befragten gaben dreimal häufiger als vor der Krise an, dass mindestens 80 % ihrer Kundeninteraktionen digitaler Natur sind.<br><br>Dieser Trend ermöglicht es Marketern, den gesamten Kundenlebenszyklus mit weniger Hürden, wie Datenmangel, zu beobachten. Auf dieser Grundlage vermitteln sie einfacher individuell angepasste Botschaften in jeder Phase der Customer Journey. Es spielt eine entscheidende Rolle. Laut einer <a href="https://www.slideshare.net/EpsilonMktg/the-power-of-me-the-impact-of-personalization-on-marketing-performance/1" target="_blank" aria-label=" (opens in a new tab)" rel="noreferrer noopener nofollow">Epsilon-Umfrage</a> sind 80 % der Verbraucher eher bereit, bei einer Marke zu kaufen, die personalisierte Erfahrungen bietet. <br><br>Customer Lifecycle Management (CLM) ist eine effektive Methode, um Ihren potenziellen und bestehenden Kunden eine individuell angepasste Kundenreise zu bieten. Mit dem CLM, das auf analytischen Daten basiert, erreichen Sie dieses Ziel leichter. <br><br>In diesem Beitrag erläutern wir, was CLM bedeutet und wie Sie damit einen kundenzentrierten Ansatz verfolgen. Wir geben Tipps, wie Ihnen Analytics in jeder Phase des Kundenlebenszyklus dabei hilft, die Wünsche und das Verhalten Ihrer Kunden zu verstehen und auf sie einzugehen.<br></p> <nav><h2 id="inhaltsverzeichnis">Inhaltsverzeichnis<a href="#inhaltsverzeichnis" class="heading-anchor"></a></h2><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-was-ist-customer-lifecycle-management-clm">Was ist Customer Lifecycle Management (CLM)?</a><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-was-ist-der-customer-lifecycle">Was ist der Customer Lifecycle?</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-was-sind-die-phasen-des-customer-lifecycle">Was sind die Phasen des Customer Lifecycle?</a></li></ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-ziele-des-customer-lifecycle-management">Ziele des Customer Lifecycle Management</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-warum-ist-clm-wichtig">Warum ist CLM wichtig?</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-customer-lifecycle-management-anwenden-wie-hilft-ihnen-die-analytics-in-jeder-phase-des-kundenlebenszyklus">Customer Lifecycle Management anwenden – wie hilft Ihnen die Analytics in jeder Phase des Kundenlebenszyklus?</a><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clm-mit-analytics-in-der-kundenlebensphase-reach">CLM mit Analytics in der Kundenlebensphase: Reach</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clm-mit-analytics-in-der-kundenlebensphase-acquisition">CLM mit Analytics in der Kundenlebensphase: Acquisition</a><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-wie-finde-ich-den-richtigen-kanal-und-die-richtige-kommunikationsform-fur-jedes-interessentensegment">Wie finde ich den richtigen Kanal und die richtige Kommunikationsform für jedes Interessentensegment?</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-wie-erreiche-ich-die-richtigen-segmente-und-optimiere-die-akquisition">Wie erreiche ich die richtigen Segmente und optimiere die Akquisition?</a></li></ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clm-mit-analytics-in-der-kundenlebensphase-conversion">CLM mit Analytics in der Kundenlebensphase: Conversion</a><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-gehen-sie-mit-neigungsmodellen-uber-analytics-daten-hinaus">Gehen Sie mit Neigungsmodellen über Analytics-Daten hinaus</a></li></ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clm-mit-analytics-in-der-kundenlebensphase-retention">CLM mit Analytics in der Kundenlebensphase: Retention</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clm-mit-analytics-in-der-kundenlebensphase-loyalty">CLM mit Analytics in der Kundenlebensphase: Loyalty</a><ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-empfehlungsprogramme">Empfehlungsprogramme</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-kundenumfragen">Kundenumfragen</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-treueprogramme">Treueprogramme</a></li><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-clv">CLV</a></li></ol></li></ol><li><a href="https://piwikpro.de/blog/customer-lifecycle-management-mit-analytics-starken/#h-fazit">Fazit</a></li></ol></nav> <h2 class="wp-block-heading" id="h-was-ist-customer-lifecycle-management-clm">Was ist Customer Lifecycle Management (CLM)?<a href="#h-was-ist-customer-lifecycle-management-clm" class="heading-anchor"></a></h2> <p>Customer Lifecycle Management hilft, den Fortschritt eines Kunden im Rahmen seines Lebenszyklus zu messen. Er definiert Strategien, um Leads zu gewinnen, sie in Kunden umzuwandeln und zu binden. <br> <br>Marketer verknüpfen die einzelnen Phasen der Customer Journey und weisen Metriken zu jeder Phase zu. Dann messen sie die festgelegten Metriken und analysieren sie über den gesamten Customer Life Cycle, also über die Zeit vom Erstkontakt bis zum Ende der Kundenbeziehung. <br>Dies gibt Marketern die Einsicht welche Hilfsmittel und Praktiken einzuführen sind, um ihren Leads und Kunden personalisierte Botschaften zu bieten.<br> <br>Bevor wir zu den Details des CLM kommen, erklären wir den Begriff: “Customer Lifecycle“ und besprechen seine Phasen.<br></p> <h3 class="wp-block-heading" id="h-was-ist-der-customer-lifecycle">Was ist der Customer Lifecycle?<a href="#h-was-ist-der-customer-lifecycle" class="heading-anchor"></a></h3> <p>Der Begriff Customer Lifecycle (CLC) bedeutet auf Deutsch: „Kundenlebenszyklus“. Der Customer Lifecycle umfasst alle Schritte, die ein Kunde vor, während und nach dem Kauf durchläuft. Er hilft Unternehmen zu verstehen, wie ihre Audience mit deren Marke interagiert.<br><br>Die Marketinganalysten <a href="https://web.fe.up.pt/~ee94159/sne/e-metrics.pdf" target="_blank" aria-label=" (opens in a new tab)" rel="noreferrer noopener nofollow">Jim Sterne und Matt Cutler entwickelten 2000 ein Modell</a>, das den Customer Lifecycle in fünf Phasen unterteilt. Es beginnt mit dem Erreichen des Zielmarktes und führt zu einem festen, loyalen Kundenstamm. Natürlich brechen viele Kundenlebenszyklen auf dem Weg dorthin ab.<br></p> <figure data-wp-context="{"imageId":"67439ef9454c6"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full is-resized wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2022/04/CLM-Diagram.png" alt="Das Customer Lifecycle Modell" class="wp-image-34609" style="width:700px"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern: Das Customer Lifecycle Modell" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button><figcaption class="wp-element-caption"><em>Das Customer Lifecycle Modell nach: J. Sterne, M. Culter, „E-Metrics – Business Metrics For The New Economy“, 2000</em></figcaption></figure> <h3 class="wp-block-heading" id="h-was-sind-die-phasen-des-customer-lifecycle">Was sind die Phasen des Customer Lifecycle?<a href="#h-was-sind-die-phasen-des-customer-lifecycle" class="heading-anchor"></a></h3> <ul class="wp-block-list"> <li><strong>Reach (Aufmerksamkeit)</strong> – Der potenzielle Kunde merkt, dass er ein Problem hat und sucht nach einer Lösung. Er prüft Angebote verschiedener Marken, um diejenigen zu finden, die seinen Wünschen entsprechen. Dies ist der erste Touchpoint mit einem potenziellen Kunden. In dieser Phase versuchen Sie, sein Interesse zu gewinnen.</li> <li><strong>Acquisition (Vertrauen)</strong> – In der Phase tritt der Kunde direkt mit Ihrer Marke in Kontakt, sei es auf Ihrer Website, über Ihre sozialen Medien oder am Telefon. Sie arbeiten daran, seine Probleme zu verstehen. Sie lernen ihn besser kennen und überzeugen ihn, Ihrer Marke sein Vertrauen zu schenken.</li> <li><strong>Conversion (Kauf)</strong> – Ihr potenzieller Kunde hat eine Kaufabsicht. Zu diesem Zeitpunkt forscht er nicht mehr nach und ist überzeugt, dass ihr Angebot seine Probleme löst. Er führt die von Ihnen gewünschte Aktion, wie etwa ein Kauf, durch. Sie machen ihn zu einem registrierten und/oder zahlenden Kunden.</li> <li><strong>Retention (Bindung)</strong> – Der Kunde erwägt einen erneuten Kauf bei Ihnen oder Sie unterstützen ihn beim Nutzen von bereits gekauften Produkten. Mit weiteren Angeboten findet er zu Ihrer Marke zurück und sie behalten ihn als Kunden.</li> <li><strong>Loyalty (Treue)</strong> – Sie machen den Kunden zu einem Stammkunden und einem Fürsprecher Ihrer Marke. Er ist loyal gegenüber Ihren Produkten und gegenüber Ihrem Unternehmen. Er empfiehlt freiwillig Ihre Produkte und Dienstleistungen.</li> </ul> <h2 class="wp-block-heading" id="h-ziele-des-customer-lifecycle-management">Ziele des Customer Lifecycle Management<a href="#h-ziele-des-customer-lifecycle-management" class="heading-anchor"></a></h2> <p>Die Ziele des CLM hängen eng mit den oben erläuterten Phasen zusammen:</p> <ul class="wp-block-list"> <li>Potenzielle Kunden dazu bringen, dass sie ihren ersten Kauf tätigen.</li> <li>Einmalkäufer zu Wiederholungskäufern machen.</li> <li>Wiederkehrende Kunden in treue Käufer wandeln.</li> <li>Qualitativ hochwertige Neu- und Bestandskunden unterstützten.</li> <li>“Risikokunden” aktivieren, bevor sie den Kontakt abbrechen.</li> <li>Abgewanderte Kunden reaktivieren.</li> <li>Stammkunden in Fürsprecher verwandeln.</li> </ul> <h2 class="wp-block-heading" id="h-warum-ist-clm-wichtig">Warum ist CLM wichtig?<a href="#h-warum-ist-clm-wichtig" class="heading-anchor"></a></h2> <p>Die modernen Kunden, ausgerüstet mit Smartphones und digitalen Technologien, sind informiert und erwarten personalisierte Dienste. Sie zögern nicht, ihre Markentreue zu verlagern, wenn Sie ihre Wünsche nicht erfüllen. Marken beeindrucken diese Kunden mit einem persönlichen Ansatz. <br><br>Hier kommt das CLM ins Spiel. Es<br></p> <ul class="wp-block-list"> <li>Liefert Ihnen Daten für <a aria-label=" (opens in a new tab)" href="https://piwikpro.de/single-customer-view/" target="_blank" rel="noopener">einheitliche Kundenbilder</a>.</li> <li>Hilft Kundenbedürfnisse vorherzusagen und sie zu erfüllen.</li> <li>Verstärkt den Kontakt mit dem Kunden und hilft Ihnen, ihn an jedem Touchpoint zu begeistern.</li> <li>Versorgt Ihr Support-Team mit umfassenden Informationen, um Probleme schneller zu lösen und die Kundenzufriedenheit zu erhöhen.</li> <li>Liefert Kundendaten, um Prozesse zu verbessern und fördert die Zusammenarbeit innerhalb des Unternehmens.</li> </ul> <p>Dies lässt sich in Zahlen ausdrücken – in finanzieller Hinsicht hilft Customer Lifetime Management:</p> <ul class="wp-block-list"> <li>Den Umsatz und die langfristige Rentabilität zu steigern</li> <li>Die Marketingkosten zu optimieren</li> </ul> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>„Ihre Marke ist eine Geschichte, die sich über alle Touchpoints mit dem Kunden entfaltet. Sie sind verantwortlich dafür, dass Sie überall dort erscheinen, <br>wo Ihr Kunde ist.“</p> <cite>Jonah Sachs, Autor des Buches „Winning the Story Wars”</cite></blockquote> <h2 class="wp-block-heading" id="h-customer-lifecycle-management-anwenden-wie-hilft-ihnen-die-analytics-in-jeder-phase-des-kundenlebenszyklus">Customer Lifecycle Management anwenden – wie hilft Ihnen die Analytics in jeder Phase des Kundenlebenszyklus?<a href="#h-customer-lifecycle-management-anwenden-wie-hilft-ihnen-die-analytics-in-jeder-phase-des-kundenlebenszyklus" class="heading-anchor"></a></h2> <p>Das Konzept klingt einfach: Sie liefern für jede Phase des Kundenlebenszyklus die richtige Information oder das richtige Angebot. Im Laufe der Zeit entwickeln und stärken Sie die gegenseitige Beziehung. Der komplizierte Teil beginnt, wenn Sie versuchen, diese Idee umzusetzen. <br><br>Der Kundenlebenszyklus ist ein nicht linearer Prozess, auch wenn wir ihn in der Grafik als eine Abfolge von Phasen sehen. Kunden überspringen manchmal einzelne Stufen. Deshalb tracken und analysieren Sie die Interaktionen mit Ihrem Unternehmen. So verstehen Sie besser die wahren Gefühle der Kunden und leiten daraus umsetzbare Einblicke ab. <br><br>Das Tracken der Customer Journey gibt Ihnen Einsicht in das Verhalten Ihrer Kunden. Sie setzen dann jede Phase der Customer Journey in eine Reihe von praktischen Zielen und KPIs um. So überwachen Sie die Effizienz Ihres Unternehmens im Laufe der Zeit und entdecken, wie Sie die Customer Journey erfolgreich steuern. Sie stellen fest, welche Botschaften und Kampagnen Kunden optimal binden, wie Sie Ihr Marketingbudget wirtschaftlicher einsetzen, um die Conversion Rate zu erhöhen und den besten <a href="https://piwikpro.de/glossar/kapitalrendite-roi/" target="_blank" rel="noopener">ROI</a> zu erzielen. <br> <br>Die grundlegende Agenda für Customer Lifetime Management könnte folgend aussehen:<br></p> <ul class="wp-block-list"> <li>Definieren Sie die Lebensphasen Ihrer Kunden.</li> <li>Stellen Sie die wichtigsten Fragen zu jeder Phase: z. B. Wie viele neue Kunden gewinne ich? Erweitern die Kunden ihre Auswahl? Wie viele Kunden geben das Produkt oder die Dienstleistung auf? Wie viel Prozent meiner Kunden binde ich an meine Marke? Wie viele Kunden empfehlen mein Produkt/meine Dienstleistung?</li> <li>Definieren Sie <a href="https://piwikpro.de/blog/eigenschaften-webanalyse-kpis-auswahl/" target="_blank" aria-label=" (opens in a new tab)" rel="noopener">Metriken und KPIs</a> für jede Phase, die ihre wichtigen Fragen beantworten.</li> <li>Identifizieren Sie wichtige Kundensegmente, die Sie ansprechen möchten.</li> <li>Ermitteln Sie die gewünschten Kundenaktionen.</li> <li>Erstellen Sie Engagements: Nachrichten, E-Mails, Angebote, Vor-Ort-Personalisierung oder andere Formen der Kommunikation mit dem Kunden, die sie abhängig von Kundenaktionen in einer bestimmten Phase ihres Lebenszyklus auslösen.</li> <li>Testen und lernen Sie. Erkennen Sie, was funktioniert und welche Maßnahmen versagen. Beseitigen Sie die Ursachen der Probleme und gestalten Sie neu die Customer Journey, um Ihren Kunden eine bessere Erfahrung zu bieten</li> </ul> <div class="wp-block-group blogpost-lead-magnet-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-27 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33%"> <div class="wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-26 wp-block-group-is-layout-flex" style="margin-top:-80px"> <figure data-wp-context="{"imageId":"67439ef949dd3"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2021/02/2021-02-01_4-key-differences-between-dmp-and-cdp_blog.png" alt="" class="wp-image-31345"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> </div> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-4 wp-block-column-is-layout-flow" style="flex-basis:66%"> <p>Eine Customer Data Platform (CDP) oder eine Data Management Platform (DMP) helfen Ihnen, einen vollständigen CLM gemäß Ihren Marketingzielen zu implementieren. <br><br>Die Plattformen bieten Ihnen einen Sammelpunkt über alle Ihre Marketingaktivitäten und Interaktionen Ihrer Kunden. Sie überprüfen Ihre Kundendaten regelmäßig und messen die Kunden- und Markenbindung in jeder Phase des Lebenszyklus. <br><br>Lesen Sie mehr zu diesem Thema: <a href="https://piwikpro.de/blog/4-unterschiede-zwischen-data-management-platform-und-customer-data-platform/" target="_blank" aria-label=" (opens in a new tab)" rel="noopener">4 Unterschiede: Data Management Platform (DMP) & Customer Data Platform (CDP)</a><br></p> </div> </div> </div> <h3 class="wp-block-heading" id="h-clm-mit-analytics-in-der-kundenlebensphase-reach">CLM mit Analytics in der Kundenlebensphase: Reach<a href="#h-clm-mit-analytics-in-der-kundenlebensphase-reach" class="heading-anchor"></a></h3> <p>In dieser Phase stellen Sie dem Besucher Ihre Marke vor. Sie überzeugen ihn davon, zumindest sein Interesse in sie zu investieren. Die Analytics in der Reach-Stufe hilft Ihnen, die richtigen Zielgruppen anzusprechen. Finden Sie zunächst heraus, an wen Sie Ihre Dienstleistungen/Produkte verkaufen, was diese Menschen benötigen und wie sie nach Informationen suchen. <br><br>Teilen Sie zum Beispiel Besucher Ihrer Webseite nach Traffic Quellen auf. Dies ist die grundlegende Gruppe von Segmenten, die folgend aussehen kann:<br></p> <ul class="wp-block-list"> <li><strong>Direkteingabe oder Direktverkehr</strong> – besteht aus Personen, die die URL Ihrer Website direkt in ihren Browser eingeben. Untersuchen Sie dieses Segment, um Antworten auf Fragen zu finden, wie: Wie beliebt ist meine Marke? Wie viele treue Nutzer habe ich?</li> <li><strong>Durch bezahlte Kampagnen gewonnene Nutzer:</strong> Dieses Segment gibt Aufschluss darüber, wie Sie Ihr Geld ausgeben. Es enthält die Antwort auf Fragen wie: Kaufe ich Besuche von potenziellen Kunden und engagierten Nutzern? Bringt mein bezahlter Traffic mehr Geld ein, als er kostet? Was machen die durch bezahlte Kampagnen gewonnenen Nutzer, wenn sie meine Website besuchen?</li> <li><strong>Nutzer, die über Suchmaschinen auf Ihre Website gelangen</strong>: Dieses Segment hilft Ihnen herauszufinden, welche Ihrer Inhalte in Suchmaschinen weit oben stehen und den meisten Traffic auf Ihre Website bringen. Sie beurteilen: <ul class="wp-block-list"> <li>Ob Ihre Inhalte die Leser ansprechen und in den Suchmaschinen weit oben rangieren</li> <li>Ob sie einen Mehrwert für Ihre Besucher darstellen </li> <li>Ob sie zu Engagement und Conversion anregen.</li> </ul> </li> </ul> <p>Sammeln Sie Daten und analysieren Sie mit diesen Berichten, woher Ihre Besucher kommen, bevor sie Ihre Website erstmals aufrufen. Ermitteln Sie, wie Nutzer Ihre Marke finden und was sie zum Erstkontakt bewegt. Dementsprechend investieren Sie mehr von Ihrem Marketingbudget in diese Kanäle. <br><br>Indem Sie die Daten der Marketingkampagnen in Zielgruppen segmentieren, ob nun bestehender Kunde, Neukunde oder verlorener Kunde, ist es möglich die Response-Werte der Kampagnen genau zu analysieren. Die einheitlichen Kundenbilder, die daraus resultieren, können Sie für jede Phase der Customer Journey anwenden. Sie steigern so den Erfolg Ihrer Marketingkampagnen und senken ebenfalls deren Kosten.</p> <div class="wp-block-group blogpost-lead-magnet-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-29 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33%"> <div class="wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-28 wp-block-group-is-layout-flex" style="margin-top:-80px"> <figure data-wp-context="{"imageId":"67439ef94bd59"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2021/07/2021-07-13_Kundensegmentierung-mit-einer-CDP-richtig-einsetzen_blog.png" alt="" class="wp-image-32214"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> </div> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-6 wp-block-column-is-layout-flow" style="flex-basis:66%"> <p>Ein großartiges Tool dazu ist eine Customer Data Platform (CDP). Sie weist eindeutige IDs für Kunden und verwendet mehrere Datenquellen (CRM, Analytics, E-Mail usw.). Sie erkennen, wie Nutzer mit Ihnen interagieren, gruppieren Sie in individuell definierte Audiences und erhalten eine breitere Perspektive auf das Verhalten von Segmenten.<br><br>Wenn Sie in der CDP benutzerdefinierte Zielgruppen erstellen, die mit Phasen und KPIs der Customer Journey übereinstimmen, beobachten Sie den Fluss der Nutzer und Kundengruppen von einem Punkt zum nächsten.<br><br>Mehr zu diesem Thema: <br><br><a aria-label=" (opens in a new tab)" href="https://piwikpro.de/blog/kundensegmentierung-cdp-richtig-einsetzen-beispiele/" target="_blank" rel="noopener">Zielgruppen Targeting mit einer CDP richtig einsetzen – mit Beispielen</a><br><br><a aria-label=" (opens in a new tab)" href="https://piwikpro.de/blog/cdp-hohere-umsatze-durch-einheitliche-kundenprofile/" target="_blank" rel="noopener">CDP – Höhere Umsätze durch einheitliche Kundenprofile</a></p> </div> </div> </div> <div class="wp-block-group blogpost-protip-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-33 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:2px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:2px"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-31 wp-block-group-is-layout-flex"> <div class="wp-block-group has-white-color has-black-background-color has-text-color has-background has-small-font-size is-layout-constrained wp-container-core-group-is-layout-30 wp-block-group-is-layout-constrained" style="padding-top:4px;padding-right:12px;padding-bottom:4px;padding-left:12px"> <p class="has-small-font-size" style="letter-spacing:0.25rem;text-transform:uppercase"><strong>pro tip</strong></p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-32 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>Verwenden Sie die gesammelten Daten, um Buyer Personas zu erstellen, die dem Verhalten und demografischen Merkmalen Ihrer Kunden entsprechen. Stimmen Sie Ihre Content-Strategie auf die Interessen und Wünschen Ihrer Buyer Personas ab.</p> </div> </div> <h3 class="wp-block-heading" id="h-clm-mit-analytics-in-der-kundenlebensphase-acquisition">CLM mit Analytics in der Kundenlebensphase: Acquisition<a href="#h-clm-mit-analytics-in-der-kundenlebensphase-acquisition" class="heading-anchor"></a></h3> <p>Die Interessenten stellen mehr Fragen, bevor sie sich für einen Kauf entscheiden. Gehen Sie tiefgründig auf diese Themen ein. Beseitigen Sie alle Argumente, die den potenziellen Kunden vom Kauf abhalten. Überzeugen Sie ihn, dass Ihr Angebot seinen Wünschen am besten nachkommt. <br><br>Analytics in der Acquisition-Stufe ermöglicht Ihnen Antworten auf folgende Fragen:<br></p> <h4 class="wp-block-heading" id="h-wie-finde-ich-den-richtigen-kanal-und-die-richtige-kommunikationsform-fur-jedes-interessentensegment">Wie finde ich den richtigen Kanal und die richtige Kommunikationsform für jedes Interessentensegment?<a href="#h-wie-finde-ich-den-richtigen-kanal-und-die-richtige-kommunikationsform-fur-jedes-interessentensegment" class="heading-anchor"></a></h4> <p>Die Antwort darauf liegt in den von Ihnen gesammelten Daten. Indem Sie Verhaltensdaten über Ihre Besucher sammeln, sehen Sie, welche Pfade die gewünschten CTAs hervorrufen. Dies ermöglicht das Design und den Inhalt Ihrer Webpage an Ihre Besucher anzupassen. Hier empfehlen sich A/B-Tests, um die richtige Marketingbotschaft zu ermitteln. Die Segmentierung Ihrer Besucher ermöglicht eine Zielgruppen-spezifische Kommunikation und genaue Analyse der Effekte.<br></p> <h4 class="wp-block-heading" id="h-wie-erreiche-ich-die-richtigen-segmente-und-optimiere-die-akquisition">Wie erreiche ich die richtigen Segmente und optimiere die Akquisition?<a href="#h-wie-erreiche-ich-die-richtigen-segmente-und-optimiere-die-akquisition" class="heading-anchor"></a></h4> <p>Richtig ausgewählte KPIs helfen Ihnen, Ihre Lead-Conversion zu messen. Eine Basis für diese KPIs ist das Lead Scoring. Es berücksichtigt die Vollständigkeit der Profile und die Reaktion der Besucher auf Ihre Kommunikation (z. B. ob sie Dokumente herunterladen, auf E-Mails reagieren, an Events teilnehmen oder Ihre Website besuchen). Der endgültige Score bildet die Grundlage für das weitere Lead Nurturing. <br><br>Dabei erstellen Sie Segmente, die aus einem hohen, mittleren und niedrigen Lead Score bestehen. Die Ihnen zur Verfügung stehenden Marketingmittel wenden Sie nun direkt auf Zielgruppen mit einem hohen Lead Score an und erhöhen so Ihre Lead-Conversion-Rate. Eine Customer Data Plattform (CDP) hilft Ihnen, die einzelnen Daten zu verknüpfen und ein einheitliches Kundenbild zu schaffen.<br></p> <h3 class="wp-block-heading" id="h-clm-mit-analytics-in-der-kundenlebensphase-conversion">CLM mit Analytics in der Kundenlebensphase: Conversion<a href="#h-clm-mit-analytics-in-der-kundenlebensphase-conversion" class="heading-anchor"></a></h3> <p>In der Kaufphase geht es vorwiegend darum, Reibungsverluste zu beseitigen. Sie konzentrieren sich darauf, wertvolle Erfahrungen zu bieten, die aus Interessenten wiederkehrende Einkäufer machen. Nutzen Sie den Einblick, den Sie in den ersten beiden Phasen gewannen, um das zukünftige Kundenverhalten vorherzusagen und zu verstehen, wie und wann Kunden kaufen.<br><br>Schauen wir uns das anhand eines E-Commerce-Unternehmens an. Sie analysieren etwa den Kaufprozess und berücksichtigen die Punkte, die zur Frustration führen könnten. Sie werfen einen Blick auf Ihren Checkout-Prozess und die Heatmap Ihrer Website und stellen fest, wo die Kunden am meisten Zeit verlieren oder die Website verlassen. Überlegen Sie, wie Sie diese Reibungspunkte beseitigen, um den Kauf schneller und einfacher abzuwickeln.<br><br>Das Sammeln von Daten hilft Ihnen ebenfalls beim Optimieren Ihres Attributionsmodells. Gewichten Sie die wertvollsten Touchpoints entlang der Customer Journey stärker und lassen Sie die Touchpoints außen vor, die weniger Einfluss auf die Conversion haben. <br></p> <div class="wp-block-group blogpost-lead-magnet-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-35 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33%"> <div class="wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-34 wp-block-group-is-layout-flex" style="margin-top:-80px"> <figure data-wp-context="{"imageId":"67439ef94f619"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2021/03/2021-02-03_Multi-channel-attribution_blog.png" alt="" class="wp-image-31637"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> </div> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-8 wp-block-column-is-layout-flow" style="flex-basis:66%"> <p>Lernen Sie mehr über die <a href="https://piwikpro.de/blog/multi-kanal-attribution-in-piwik-pro/">Multi-Kanal Attribution </a><a href="https://piwikpro.de/blog/multi-kanal-attribution-in-piwik-pro/" target="_blank" aria-label="am (opens in a new tab)" rel="noopener">am</a><a href="https://piwikpro.de/blog/multi-kanal-attribution-in-piwik-pro/"> Beispiel von Piwik PRO Analytics-Suite</a></p> </div> </div> </div> <p>Eine weitere Option sind A/B-Tests, um jene Botschaft zu erstellen, die die spezifischen Bedürfnisse Ihrer Buying Personas anspricht.<br><br>Erweitern Sie Ihr Angebot mit Cross-Sell- und Upsell-Modellen. Wenn Sie mehr Kundendaten sammeln, erhalten Sie Einblicke in deren Sorgen und Wünsche. Nutzen Sie sie als Basis, um den Kunden zusätzliche Produkte oder Dienstleistungen anzubieten.<br></p> <div class="wp-block-group blogpost-protip-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-39 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:2px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:2px"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-37 wp-block-group-is-layout-flex"> <div class="wp-block-group has-white-color has-black-background-color has-text-color has-background has-small-font-size is-layout-constrained wp-container-core-group-is-layout-36 wp-block-group-is-layout-constrained" style="padding-top:4px;padding-right:12px;padding-bottom:4px;padding-left:12px"> <p class="has-small-font-size" style="letter-spacing:0.25rem;text-transform:uppercase"><strong>pro tip</strong></p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-38 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>Wenn Sie ein SaaS-Unternehmen sind, nutzen Sie die gesammelten Daten, um herauszufinden, welche zusätzlichen Funktionen Kunden schätzen werden. Bringen Sie sie dazu, mehr auszugeben, indem Sie ihnen wertvollere Funktionen anbieten, die auf ihre spezifischen Anliegen eingehen</p> </div> </div> <h4 class="wp-block-heading" id="h-gehen-sie-mit-neigungsmodellen-uber-analytics-daten-hinaus">Gehen Sie mit Neigungsmodellen über Analytics-Daten hinaus<a href="#h-gehen-sie-mit-neigungsmodellen-uber-analytics-daten-hinaus" class="heading-anchor"></a></h4> <p>Propensity-Modelle, oder Neigungsmodelle, betrachten vergangene Verhaltensweisen, um Vorhersagen über Ihre Kunden zu treffen. Sie ergänzen die analytische Segmentierung, unterscheiden sich aber von ihr. <br><br>Die Segmentierung gruppiert Kunden nach gemeinsamen Attributen. Die Propensity-Modelle konzentrieren sich auf die Wahrscheinlichkeit, dass die Nutzer eine konkrete Aktion durchführen, wenn Sie ihnen bestimmte Optionen anbieten. Damit sprechen Sie Kunden gemäß ihrem wahrscheinlichen Verhaltens an und nicht nach ihrem bisherigen. Sie schätzen somit ein, ob Sie einen Lead in einen Kunden umwandeln können oder ein Kunde abwandert.<br></p> <h3 class="wp-block-heading" id="h-clm-mit-analytics-in-der-kundenlebensphase-retention">CLM mit Analytics in der Kundenlebensphase: Retention<a href="#h-clm-mit-analytics-in-der-kundenlebensphase-retention" class="heading-anchor"></a></h3> <p>Die Kundenlebensphase Retention zielt auf bestehende Kundenbeziehungen ab. Berücksichtigen Sie, dass <a href="https://hbr.org/1990/09/zero-defections-quality-comes-to-services" target="_blank" aria-label=" (opens in a new tab)" rel="noreferrer noopener nofollow">Unternehmen ihre Gewinne um 25 % bis 95 % steigern können, wenn sie nur 5 % mehr ihrer Kunden an sich binden</a>. <br><br>Da stellt sich die Frage, wo Sie anfangen? Verbinden Sie Verhaltensdaten aus Analytics mit CRM-Daten und stellen Sie Ihren Nutzern Inhalte zur richtigen Zeit und auf die richtige Weise bereit. Dank der Analyse der Kaufhistorie in Ihrem CRM stellen Sie sicher, dass Nutzer keine Anzeigen für Produkte sehen, die sie bereits bei Ihnen erworben haben. <br><br>Voice-of-the-Customer (VoC)-Analysen helfen Ihnen, Kundenfeedback zu erhalten und Schlüsse daraus zu ziehen. Tracken Sie Ihre Fragebögen mittels Custom Dimensions, um genaue Daten über die Antworten Ihrer Besucher zu erhalten.<br><br>In dieser Phase richten Sie Ihren Blick auf die Abwanderungsrate, oder Churn Rate. <br></p> <ul class="wp-block-list"> <li>Identifizieren Sie die Kunden, die wahrscheinlich abwandern. Nutzen Sie Daten der abgewanderten Kunden als Trainingsset. Analysieren Sie deren Verhaltens- und Kaufmuster und bewerten Sie bestehende Kunden anhand dieses Modells.</li> <li>Identifizieren Sie die wertvollen Kunden in jener Gruppe, die wahrscheinlich abwandern. Ermitteln Sie Ihren Customer Lifetime Value. Somit stellen Sie fest, welche Kunden während des gesamten Marketing-Funnels den größten ROI für Ihr Unternehmen erzielen.</li> </ul> <div class="wp-block-group blogpost-lead-magnet-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-41 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33%"> <div class="wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-40 wp-block-group-is-layout-flex" style="margin-top:-80px"> <figure data-wp-context="{"imageId":"67439ef952670"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2022/04/2018-09-14_Customer-lifetime-value_blog.png" alt="" class="wp-image-34681"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> </div> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-10 wp-block-column-is-layout-flow" style="flex-basis:66%"> <p>Mehr zu diesem Thema finden Sie in unserem Blogpost: <a href="https://piwikpro.de/blog/warum-der-clv-wichtig-fuer-ihr-business-ist/" target="_blank" aria-label=" (opens in a new tab)" rel="noopener">Customer Lifetime Value: Warum der CLV wichtig für Ihr Business ist</a></p> </div> </div> </div> <ul class="wp-block-list"> <li>Ordnen Sie die Kunden nach ihrem Customer Lifetime Value.</li> <li>Identifizieren Sie die beste Strategie, um die Zielkunden besser zu binden.</li> </ul> <h3 class="wp-block-heading" id="h-clm-mit-analytics-in-der-kundenlebensphase-loyalty">CLM mit Analytics in der Kundenlebensphase: Loyalty<a href="#h-clm-mit-analytics-in-der-kundenlebensphase-loyalty" class="heading-anchor"></a></h3> <p>Markenfürsprecher bewerben Ihre Marke durch Mundpropaganda oder in den Sozial-Medien und setzen sich aktiv für Ihre Produkte oder Dienstleistungen ein. Sie beeinflussen stark das Kaufverhalten anderer Kunden. Laut <a aria-label=" (opens in a new tab)" href="https://www.nielsen.com/de/de/insights/report/2015/trust-in-advertising/" target="_blank" rel="noreferrer noopener nofollow">einer Studie von Nielsen</a> vertrauen 78 % der Deutschen bei Werbung in erster Linie auf persönliche Empfehlungen. 62 % richten sich nach Verbrauchermeinungen im Internet.<br><br>Sie machen Kunden zu Fürsprechern, indem Sie Ihren zufriedenen Kunden den kleinen Anstoß geben, Ihre Marke mit anderen zu teilen. Dies könnte zum Beispiel folgendermaßen aussehen:<br><br><br>Mit Analytics gestalten Sie Ihre Empfehlungsprogramme effektiver. Tracken Sie, wie viele Personen über welchen Kanal auf Ihre Website kommen und ob sie Empfehlungsprogramme nutzen. Anhand dieser Informationen stellen Sie fest, wie Sie das Programm für mehr Ihrer Kunden sichtbar machen.<br></p> <h4 class="wp-block-heading" id="h-empfehlungsprogramme">Empfehlungsprogramme<a href="#h-empfehlungsprogramme" class="heading-anchor"></a></h4> <p>Schaffen Sie ein Empfehlungsprogramm, das Kunden belohnt, wenn sie ihren Freunden und Verwandten Ihre Marke anpreisen. Es zahlt sich aus. Der CLV der durch Empfehlungen geworbenen Kunden ist <a href="https://faculty.wharton.upenn.edu/wp-content/uploads/sites/2/2013/05/Schmitt_Skiera_VandenBulte_2013_Referrral_Programs_2.pdf" target="_blank" aria-label=" (opens in a new tab)" rel="noreferrer noopener nofollow">laut einer Studie</a> im Durchschnitt 16 % höher als bei Kunden, die auf anderem Wege eine Beziehung mit Ihrem Unternehmen aufnehmen. Sie wandern auch seltener ab.<br><br>Mit Analytics gestalten Sie Ihre Empfehlungsprogramme effektiver. Tracken Sie, wie viele Personen über welchen Kanal auf Ihre Website kommen und ob sie Empfehlungsprogramme nutzen. Anhand dieser Informationen stellen Sie fest, wie Sie das Programm für mehr Ihrer Kunden sichtbar machen.<br></p> <h4 class="wp-block-heading" id="h-kundenumfragen">Kundenumfragen<a href="#h-kundenumfragen" class="heading-anchor"></a></h4> <p>Wenn Sie sich von der Konkurrenz abheben, werden Kunden bereitwilliger Ihr Fürsprecher. Nutzen Sie Kundenumfragen und -gespräche, um Daten zu sammeln, die Ihnen helfen, die beste Version Ihrer Produkte oder Dienstleistungen zu entwickeln. Nutzen Sie die gesammelten Daten aber auch, um treffende Fragen zu stellen.<br><br>Um das richtige Feedback zu erhalten, benötigen Sie die richtigen Fragen. Fragen Sie zum Beispiel, wieso Kunden eine Funktion Ihres Produkts nicht nutzen, die Sie praktisch finden. Nutzen Sie die Kundendaten, um herauszufinden, warum die Kunden bestimmte Teile Ihrer Produkte für effektiv halten und andere meiden. Diese Argumente verwenden Sie dann in Ihrem Marketingmaterial.<br></p> <h4 class="wp-block-heading" id="h-treueprogramme">Treueprogramme<a href="#h-treueprogramme" class="heading-anchor"></a></h4> <p>Mithilfe von Datenintegration, einem einheitlichen Kundenbild und der Segmentierung modellieren und tracken Sie das Kundenverhalten, um innovative Treueprogramme zu entwickeln. Bieten Sie personalisierte Boni an und nicht nur „Gratisartikel“, die Ihrem Kunden keinen Mehrwert geben.</p> <h4 class="wp-block-heading" id="h-clv">CLV<a href="#h-clv" class="heading-anchor"></a></h4> <p>Optimieren Sie kontinuierlich den Customer Lifetime Value. Nutzen Sie Kundendaten, um zu sehen, wie sich Strategieänderungen auf den CLV jedes Kunden auswirken. Verwenden Sie Kundendaten und erstellen Sie CLV-Modelle, die Sie dann universell einsetzen.</p> <h2 class="wp-block-heading" id="h-fazit">Fazit<a href="#h-fazit" class="heading-anchor"></a></h2> <p>Kunden möchten, dass Sie sich für sie engagieren. Dank Customer Lifecycle Marketing konzentrieren Sie sich darauf, Ihre Kunden in jeder Phase des Kundenlebenszyklus zu begleiten. Und mittels Analytics gewinnen Sie Einblicke in die wichtigsten Schritte des Customer Lifecycle.<br><br>Daten sind Aufnahmen von Kundenerfahrungen. Mit einer leistungsstarken Analytics Software sammeln Sie zuverlässige und genaue Daten, die Ihnen helfen, die Customer Experience auszulegen. Auf der Grundlage entscheiden Sie, wie Sie Ihr Marketingbudget einsetzen, um Ihre Zielgruppe zur richtigen Zeit, am richtigen Ort und auf die richtige Weise anzusprechen.<br><br>Wenn Sie Kundendaten richtig nutzen, bauen Sie einen nahtlosen Customer-Lifecycle-Management-Prozess auf, der die Kundenbindung erhöht und den Umsatz langfristig steigert.<br><br>Falls Sie mehr über Analytics erfahren möchten, empfehlen wir die Artikel:<br><br><a href="https://piwikpro.de/blog/web-analytics-anbieter-vergleich/">Web Analytics Anbieter Vergleich: Welche Plattform ist für Sie die richtige? →</a><br><br><a href="https://piwikpro.de/tracking-methoden/">6 Wege wie Sie Daten online sammeln und der Vergleich 5 beliebter Analytics Plattformen →</a><br></p> </div></div> <div id="post_footer" class="wp-block-group post_footer is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-45 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-group is-layout-flex wp-container-core-group-is-layout-44 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-full is-resized is-style-rounded"><img width="512" height="512" src="/wp-content/uploads/sites/2/2024/07/author-beata-moryl_.jpeg" alt="" class="wp-image-55593" style="object-fit:cover;width:48px;height:48px" srcset="https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_.jpeg 512w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_-300x300.jpeg 300w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_-150x150.jpeg 150w" sizes="(max-width: 512px) 100vw, 512px" /></figure> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-43 wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading" id="beata-moryl">Beata Moryl</h3> <p class="has-small-font-size">Translator and Content Marketer</p> </div> </div> <p class="has-small-font-size">Beata Moryl ist ein Profi mit 20 Jahren freiberuflicher Erfahrung im Übersetzen und Verfassen von Inhalten. Sie verfügt außerdem über einen soliden betriebswirtschaftlichen Hintergrund und Erfahrung als Managerin in den Bereichen Kundenservice, Produktmanagement und Geschäftsentwicklung. Beata übersetzte fast 20 wirtschaftsbezogene Bücher (zu den Themen Marketing, Soft Skills, Coaching, HR und Kundenservice) für etablierte Verlage wie den Verlag C.H. Beck. Bei Piwik PRO spezialisiert sie sich auf die rechtlichen Aspekte der Webanalyse, den Datenschutz und die Optimierung von Geschäftsergebnissen mithilfe moderner IT-Tools. <a href="https://www.linkedin.com/in/beata-moryl-translator/" target="_blank" rel="noreferrer noopener">LinkedIn Profil</a></p> </div> <hr class="wp-block-separator has-alpha-channel-opacity"/> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="wp-block-query is-layout-flow wp-block-query-is-layout-flow"><ul class="wp-block-post-template is-layout-flow wp-block-post-template-is-layout-flow"><li class="wp-block-post post-34339 post type-post status-publish format-standard has-post-thumbnail hentry category-web-analytics category-conversion-optimierung"> <div class="wp-block-group is-vertical is-content-justification-left is-layout-flex 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