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Einbindung sozialer Netzwerke in die Datenanreicherung und -gewinnung im CRM: Dargestellt am Beispiel von Facebook

Einbindung sozialer Netzwerke in die Datenanreicherung und -gewinnung im CRM: Dargestellt am Beispiel von Facebook

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Hochschule Emden/Leer, Sprache: Deutsch, Abstract: "By giving people the power to share, we're making the world more transparent." Bisher wurden die sozialen Medien (engl. social media), wie Facebook, von Unter-nehmen lediglich als neuer Kanal betrachtet, um die eigene Präsenz ohne großen finanziellen Aufwand in die weite Welt verbreiten zu können (vgl. Jacobsen, 2009, S. 339). Prominente Beispiele für den Betrieb einfacher "Markenseiten" auf Facebook ohne aufwendige Interaktionen sind Adidas oder Mercedes (vgl. Redaktion acquisa, 2011, Onlineartikel). Doch andere bekannte Unternehmen, wie zum Beispiel Coca Cola, Red Bull oder Vodafone, haben das Potential der sozialen Netzwerke erkannt und verfolgen weiterreichende Ziele: Sie nutzen die sozialen Netzwerke als Plattform, um in direkter Kommunikation mit dem (potentiellen) Kunden zu stehen. Der Umgang mit ihren eigenen personenbezogenen Daten im Internet ist heutzutage durch die sozialen Netzwerke deutlich offener geworden. Anders sieht es bei der Bereitstellung persönlicher Informationen aus, die in der Welt außerhalb des Internets gewonnen werden. Bei Versuchen Datenanreicherungen durch Befragungen durchzuführen, kann nie sicher festgestellt werden, ob die erteilte Auskunft der Befragten Echtheit oder Aktualität besitzt. Als Ergebnis gesammelter Kundendaten lassen sich bei dieser Methode lediglich Überblicke über vergangene Verhaltensweisen oder Interessen erzielen. Marketingverantwortliche können daher nur erahnte Schlussfolgerungen über das künftige Kundenverhalten oder -interesse ziehen. Doch genau diese Daten sind es, die von vielen Facebook - Nutzern freiwillig und mit hoher Aktualität in ihren Profilen auf Facebook eingegeben werden. Dem Vortrag zum Thema "Data Love" von Matthias Schrader auf der NEXT 2011 Conference zufolge, erleben wir eine "Datenexplosion" (Original "[...] data explosion [...]") im Intern


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Product Details
  • ISBN-13: 9783656025290
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3656025290
  • Publisher Date: 11 Oct 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel von Facebook
  • Width: 148 mm


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Einbindung sozialer Netzwerke in die Datenanreicherung und -gewinnung im CRM: Dargestellt am Beispiel von Facebook
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Einbindung sozialer Netzwerke in die Datenanreicherung und -gewinnung im CRM: Dargestellt am Beispiel von Facebook
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