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Big Data im Marketing. Wenn Datenschutz und Wirtschaft aufeinandertreffen by Anonymous

Big Data im Marketing. Wenn Datenschutz und Wirtschaft aufeinandertreffen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346359803
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Sprache: Deutsch, Abstract: Inwieweit können Unternehmen anhand von gesammelten Daten ihre Nutzer auch offline steuern? Wer sich heute an Verbraucher richtet, muss nicht mehr für teure Werbekampagnen mit Streuverlust bezahlen. Die heutigen Innovationen erlauben es, die richtige Zielgruppe exakt in dem Moment zu erreichen, in dem bei den potenziellen Kunden Interesse besteht. Auch bei Unternehmen, die mit Direktmarketing arbeiten, haben veraltete Modelle wie undifferenzierte Mailings ausgedient. Inhalte werden auf die Interessen der potenziellen Kunden ausgerichtet. Hierbei spielt Predictive Targeting eine gro e Rolle. Es kann voraussagen, welches Angebot bei einem Empfänger auf die höchste Kaufbereitschaft trifft. Doch diese Masse an Informationen hat auch Schattenseiten. Das Konsumenten damit angelockt und zum Kauf verleitet werden können, ist hierbei für Datenschützer nur die Spitze des Eisberges. Bis zu welchem Grad ist es noch ethisch vertretbar, solche Daten zu generieren und eventuell am Ende sogar an Dritte zu verkaufen? Und welche Daten besitzen Unternehmen überhaupt über ihre Nutzer und wie werden sie gewinnbringend eingesetzt?

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