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Kampagnenmanagement-Systeme. Aufbau, Funktionalität und Anwendung

Kampagnenmanagement-Systeme. Aufbau, Funktionalität und Anwendung

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Universität des Saarlandes (Lehrstuhl für Management-Informationssysteme), Veranstaltung: Informationssysteme im Management, 31 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Im Direkt-Marketing unterstützen Kampagnenmanagement-Systeme (KMS) die Optimierung der individuellen Kommunikation durch die Umsetzung integrierter Kontaktketten in Abhängigkeit von Kundenwert, Kundenpotenzial und Kontakthistorie. Vor dem Hintergrund dieser zentralen Bedeutung von KMS für ein integriertes Kampagnenmanagement wird im vorliegenden Beitrag Aufbau, Funktionalität und Anwendung eines Kampagnenmanagement-Systems untersucht. Aufgabe eines Kampagnenmanagement-Systems ist die systemtechnische Abbildung und Unterstützung aller Phasen im Kreislauf des Kampagnenmanagements von der Planung, über die Durchführung bis hin zur Kampagnenanalyse. Ein idealtypisches Kampagnenmanagement-System besteht aus einem Data Warehouse mit Dateien zu Kunden, Produkten, Kampagnen und Geschäftsregeln (Business Rules), auf die eine Workflow-Komponente, ein Business Rule Engine sowie eine Planungs-, Durchführungs- und Analysekomponente zugreifen (vgl. Abb. 3 Referenz-Architektur von Kampagnenmanagement-Systemen). Die Anwendung von Data Mining ist für die Einführung eines Kampagnenmanagement-Systems nicht zwingend erforderlich, jedoch kann der Nutzen eines KMS erst durch das Zusammenspiel von Data Warehouse, Data Mining Prozessen und operativem CRM-System maximiert werden. Angesichts einer idealtypischen Betrachtungsweise von KMS wird eine Data Mining Komponente daher als Kernfunktionalität für den Analysekreislauf erachtet und in die Referenz-Architektur integriert. Auch in der Software zum KM findet sich die Closed-Loop-Architecture wieder: neu gewonnene Erkenntnisse aus der Analysekomponente fließen wieder in die Kundendatenbank ein und werden bei spät


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Product Details
  • ISBN-13: 9783638855242
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 210 mm
  • ISBN-10: 3638855244
  • Publisher Date: 23 Nov 2007
  • Height: 297 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 113 gr


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