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Die Schnittstelle zwischen Big Data und User Experience bildet Personalisierung.",{"type":42,"content":1064},[1065],{"text":1066,"type":513},"Um erfolgreich im E-Commerce zu sein, müssen das Kundenverhalten gedeutet und auf Datenbasis Empfehlungen ausgesprochen werden.","richtext-text",{"_uid":1069,"image":1070,"caption":30,"component":1076},"a583d072-9b9a-45a5-8afd-3b31e1c594f3",{"id":1071,"alt":1072,"name":30,"focus":30,"title":1073,"source":30,"filename":1074,"copyright":30,"fieldtype":49,"meta_data":1075,"is_external_url":51},61756223206664,"Zwei überlappende Kreise: links „Big Data“ (quantitativ), rechts „UX“ (qualitativ); im Schnittbereich steht ein roter Pfeil mit dem Label „Personalisierung“, der nach oben zeigt.","Personalisierung Big Data","https://a.storyblok.com/f/328018/850x444/acc84a23b7/personalsierung-big-data-ux-beispiele-e-commerce-retail-1.png",{"alt":1072,"title":1073,"source":30,"copyright":30},"richtext-image",{"_uid":1078,"text":1079,"component":1067},"c1802039-cb04-4591-9333-9b381cbcd0ba",{"type":39,"content":1080},[1081,1090,1094,1098,1102,1109,1113],{"type":919,"attrs":1082,"content":1083},{"level":1049},[1084,1088],{"text":1085,"type":513,"marks":1086},"Die Herausforderung im E-Commerce:",[1087],{"type":958},{"text":1089,"type":513}," ",{"type":42,"content":1091},[1092],{"text":1093,"type":513},"Besucher loggen sich erst im Kaufprozess ein.",{"type":42,"content":1095},[1096],{"text":1097,"type":513},"Wie und wo setzt man also strategisch, mit Blick auf die Wirtschaftlichkeit, für eine Echtzeit-Personalisierung an?",{"type":42,"content":1099},[1100],{"text":1101,"type":513},"Ziel war es daher, ein System zu schaffen, welches die Kundentypen erkennt und diese gezielt anspricht. Die Kommunikation mit der Zielgruppe sollte individualisiert und durch treffende Produktempfehlungen die Wahrscheinlichkeit für den (Wieder-)Kauf erhöht werden.",{"type":919,"attrs":1103,"content":1104},{"level":1049},[1105],{"text":1106,"type":513,"marks":1107},"Die Lösung: Data, dynamisches Testing & Texting",[1108],{"type":958},{"type":42,"content":1110},[1111],{"text":1112,"type":513},"Um mehr Daten zur Personalisierung nutzen zu können, wurde im ersten Konzept darauf abgezielt, dass sich Bestandskunden frühzeitig mit ihren Daten einloggen.",{"type":42,"content":1114},[1115],{"text":1116,"type":513},"Die Personalisierung erfolgt durch dynamische Texte in der Login-Aufforderung. Die Argumente für das Anmelden wurden auf die Motive der jeweiligen Persona ausgerichtet.",{"_uid":1118,"image":1119,"caption":30,"component":1076},"6a0f3dca-1041-402a-ac62-b517dc3940af",{"id":1120,"alt":1121,"name":30,"focus":30,"title":1122,"source":30,"filename":1123,"copyright":30,"fieldtype":49,"meta_data":1124,"is_external_url":51},61756223206665,"Login-Popup bei computeruniverse mit Feldern für E-Mail und Passwort, gelbem Button „Login und weiter“ und Hinweis zur Anmeldung für Neukunden.","Login Screenshot","https://a.storyblok.com/f/328018/638x556/16b5e5151c/dynamische-personalisierung-beispiel-retail-e-commerce-computeruniverse.png",{"alt":1121,"title":1122,"source":30,"copyright":30},{"_uid":1126,"text":1127,"component":1067},"ade98a61-2d85-4ba9-b316-2435a4880a8d",{"type":39,"content":1128},[1129],{"type":42,"content":1130},[1131],{"text":1132,"type":513},"Anschließend wurde die Buchungsstrecke analysiert und mit personalisierten Informationen unterstützt. Zeitgleiches Testing aller Maßnahmen ermögliche eine zügige Erfolgsmessung und Verfeinerung der Anpassungen. 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Neuromarketing-Schablonen ermöglichen ein besseres Verständnis.",[1227],{"type":1033,"attrs":1228},{"color":1035},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1230},{},[],"1. Qualitative Zielgruppenbeschreibung mit Personae-Modellen",{"tag":30,"_uid":1234,"icon":1235,"text":1237,"image":1246,"button":1248,"headline":1249,"component":548},"025533a7-cd67-4e64-a554-9be1de8a8c6b",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1236},{},{"type":39,"content":1238},[1239],{"type":42,"content":1240},[1241],{"text":1242,"type":513,"marks":1243},"Datenanalyse von Transaktionsdaten und Identifikation von Segmenten auf Kategorieseiten.",[1244],{"type":1033,"attrs":1245},{"color":1035},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1247},{},[],"2. 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Scoring für Echtzeit-Zielgruppenbestimmung",{"tag":30,"_uid":1285,"icon":1286,"text":1288,"image":1294,"button":1296,"headline":1297,"component":548},"60e29335-482a-4ab7-a6d0-8d8e30eeace6",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1287},{},{"type":39,"content":1289},[1290],{"type":42,"content":1291},[1292],{"text":1293,"type":513},"Alle Informationen fließen nun zusammen und ermöglichen die Echtzeit-Kommunikation. Website-Besucher werden erkannt und mit relevanten Informationen abgeholt.",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1295},{},[],"5. 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Die Vorschläge für Alternativprodukte werden in diesem Konzept auf die Kundentypen abgestimmt.",{"_uid":1328,"image":1329,"caption":30,"component":1076},"50aee88a-cbf3-4f03-9d44-f350ab0ed41d",{"id":1330,"alt":1331,"name":30,"focus":30,"title":1332,"source":30,"filename":1333,"copyright":30,"fieldtype":49,"meta_data":1334,"is_external_url":51},61756223186181,"Produktvorschläge unter dem Titel „Andere Kunden kauften auch“ mit drei Artikeln: Thrustmaster TH8A Shifter (178,89 €), Thrustmaster TX Racing Wheel (420 €) und Thrustmaster TSS Handbrake (234,58 €), jeweils mit Sternebewertungen und dem Hinweis „auf Lager und sofort lieferbar“.","Andere Kunden kauften auch","https://a.storyblok.com/f/328018/650x513/a1c47f1a09/personalisierung-produktdetailseiten-onlineshop-beispiel.png",{"alt":1331,"title":1332,"source":30,"copyright":30},{"_uid":1336,"text":1337,"component":1067},"45036b44-5319-4264-bd39-f77f7f24580e",{"type":39,"content":1338},[1339,1343],{"type":42,"content":1340},[1341],{"text":1342,"type":513},"Hierfür wurde die Recommendation-Funktion mit Regeln ergänzt, die an die Wertewelt der Persona ausgerichtet sind. Die Ansprache beim Cross-Selling wurde damit relevanter.",{"type":42,"content":1344},[1345],{"text":1346,"type":513},"Kunden legten ein Produkt aus einer Produktempfehlung um 8,63 % häufiger in den Warenkorb, wenn diese auf den Kundentypen abgestimmt ist. Die höhere Relevanz der Empfehlungen zeigt sich nun im erhöhten Kaufinteresse.",{"_uid":1348,"image":1349,"caption":1355,"component":1076},"662109f2-01a5-4514-a1a5-2a9d7d0a7016",{"id":1350,"alt":1351,"name":30,"focus":30,"title":1352,"source":30,"filename":1353,"copyright":30,"fieldtype":49,"meta_data":1354,"is_external_url":51},61756223239434,"Balkendiagramm zeigt 8,63 % höheren Add-to-Cart-Wert für empfohlene Produkte in der Testvariante im Vergleich zur Kontrollgruppe.","Add to Cart Uplift computeruniverse","https://a.storyblok.com/f/328018/538x377/f8780007d7/add-to-cart-conversion-optimierung-durch-personalisierung-e-commerce-1.png",{"alt":1351,"title":1352,"source":30,"copyright":30},"Informationen zur Stichprobe: 95% CTBO, > 3500 Conversions pro Variante, Laufzeit > 1 Business-Cycle",[],{"_uid":1358,"head":1359,"theme":124,"alignment":30,"component":1360,"testimonials":1361,"action_buttons":1377},"1ba833b6-70a5-405b-81a9-48fd6d14cd99",[],"section-testimonial-2",[1362],{"_uid":1363,"logo":1364,"text":1369,"component":1370,"author_name":1371,"author_image":1372,"author_position":1376},"21902972-4b42-4bc0-99c7-437b3f19320c",{"id":1365,"alt":1366,"name":30,"focus":30,"title":1366,"source":30,"filename":1367,"copyright":30,"fieldtype":49,"meta_data":1368,"is_external_url":51},23160171,"Kundenlogo Computer Universe","https://a.storyblok.com/f/328018/255x128/87f15ed90f/computeruniverse.png",{"alt":1366,"title":1366,"source":30,"copyright":30},"Die Optimierung unserer Shops hat durch personalisierte Konzepte eine neue Stufe erreicht. Dabei war die Verknüpfung von Daten und den bereits vorliegenden qualitativen Zielgruppenbeschreibungen notwendig, um noch bessere Optimierungsideen generieren zu können. 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Messbare Erfolge und eindeutige Maßnahmen stärken den Onlineshop auch in Zukunft.",{"type":42,"content":1407},[1408],{"text":1409,"type":513},"Möglich wird dies durch das Zusammenspiel von qualitativen und quantitativen Methoden, durch Data, Testing und wohlüberlegte Zielgruppenmodelle. Über 18 Prozent Umsatzsteigerung sprechen für sich.",[1411,1431,1445],{"tag":30,"_uid":1412,"icon":1413,"text":1419,"image":1428,"button":1430,"headline":990,"component":548},"e9b08d6e-da1b-4806-be6d-7cd108aa2333",{"id":1414,"alt":1415,"name":30,"focus":30,"title":1416,"source":30,"filename":1417,"copyright":30,"fieldtype":49,"meta_data":1418,"is_external_url":51},23160839,"Sparschwein von der Seite mit einer Münze im Schlitz auf dem Rücken","Sparschwein","https://a.storyblok.com/f/328018/150x150/5f5aa92e30/sparschwein-heller-bg.svg",{"alt":1415,"title":1416,"source":30,"copyright":30},{"type":39,"content":1420},[1421],{"type":42,"content":1422},[1423],{"text":1424,"type":513,"marks":1425},"Und 7,9 % Erhöhung der Sales Conversion durch Vorteilskommunikation im Warenkorb.",[1426],{"type":1033,"attrs":1427},{"color":1035},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1429},{},[],{"tag":30,"_uid":1432,"icon":1433,"text":1435,"image":1441,"button":1443,"headline":1444,"component":548},"5577a094-37b7-4a1c-8b6f-b50efd3cdf06",{"id":1155,"alt":1156,"name":30,"focus":30,"title":1157,"source":30,"filename":1158,"copyright":30,"fieldtype":49,"meta_data":1434,"is_external_url":51},{"alt":1156,"title":1157,"source":30,"copyright":30},{"type":39,"content":1436},[1437],{"type":42,"content":1438},[1439],{"text":1440,"type":513},"Gesteigerte Add-to-Cart Conversion durch gezielte Produktenmpfehlungen.",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1442},{},[],"+ 8,63 % Add-to-Cart",{"tag":30,"_uid":1446,"icon":1447,"text":1453,"image":1459,"button":1461,"headline":1462,"component":548},"060df439-af55-4a46-b18f-52eeef400980",{"id":1448,"alt":1449,"name":30,"focus":30,"title":1450,"source":30,"filename":1451,"copyright":30,"fieldtype":49,"meta_data":1452,"is_external_url":51},23160838,"Handgezeichnete Person mit rotem Gesicht im Fadenkreuz eines Zielkreises","Zielperson","https://a.storyblok.com/f/328018/150x150/5422f03912/zielperson-heller-bg.svg",{"alt":1449,"title":1450,"source":30,"copyright":30},{"type":39,"content":1454},[1455],{"type":42,"content":1456},[1457],{"text":1458,"type":513},"Durch die personalisierte Ansprache loggen sich Kunden ein, bevor sie im Warenkorb sind.",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1460},{},[],"+ 23,8 % mehr Logins",[],{"_uid":1465,"head":1466,"theme":933,"members":1479,"alignment":44,"component":1504,"cards_per_row":1298,"action_buttons":1505},"0a78d762-d11e-4cf0-8c4f-e35741cdf78f",[1467],{"_uid":1468,"kicker":30,"headline":1469,"component":514,"subheadline":1476,"show_top_line":81},"b9a72554-0f18-4931-8a4a-d75deebd2a68",{"type":39,"content":1470},[1471,1475],{"type":42,"content":1472},[1473],{"text":1474,"type":513},"Du interessierst dich für ein Beratungsgespräch oder weitere Referenzen?",{"type":42},{"type":39,"content":1477},[1478],{"type":42},[1480],{"bio":30,"_uid":1481,"name":1482,"image":1483,"button":1488,"position":1502,"component":1503},"b9a88af8-51ca-43ef-84e4-50386e825252","Gabriel Beck",{"id":1484,"alt":1485,"name":30,"focus":30,"title":1485,"source":30,"filename":1486,"copyright":30,"fieldtype":49,"meta_data":1487,"is_external_url":51},23161402,"Gabriel Beck, Vorstand","https://a.storyblok.com/f/328018/600x600/e3f4f66cbe/gabriel-beck.png",{"alt":1485,"title":1485,"source":30,"copyright":30},[1489,1496],{"_uid":1490,"icon":1491,"link":1492,"text":1494,"component":1495},"b8c215ab-bb6a-45fd-8d64-22e0ed551579","phone",{"id":30,"url":1493,"linktype":136,"fieldtype":32,"cached_url":1493},"tel: +49 40 60 94 32 660"," +49 40 60 94 32 660","util-link-icon",{"_uid":1497,"icon":1498,"link":1499,"text":1500,"component":1495},"57fde9ab-10ef-42e7-8a18-465b28efc06f","envelope",{"id":30,"url":1500,"email":1500,"linktype":1501,"fieldtype":32,"cached_url":1500},"gabriel.beck@konversionskraft.de","email","Vorstand","section-team__member","section-team-1",[],{"_uid":1507,"head":1508,"theme":124,"title":1524,"height":1525,"source":1526,"alignment":44,"component":1527,"height_mobile":30},"8271fa29-93f8-4b60-ba3d-3e46b3954b33",[1509],{"_uid":1510,"kicker":30,"headline":1511,"component":514,"subheadline":1518,"show_top_line":81},"fe227f37-fcbc-4815-95e4-d7e37a7ecd1d",{"type":39,"content":1512},[1513],{"type":919,"attrs":1514,"content":1515},{"level":921},[1516],{"text":1517,"type":513},"Du kannst dich mit unserer Denkweise identifizieren? Dann sollten auch wir zusammenarbeiten.",{"type":39,"content":1519},[1520],{"type":42,"content":1521},[1522],{"text":1523,"type":513},"Schicke uns eine unverbindliche Anfrage und beschreibe uns, wie wir dich bei deiner Mission unterstützen können. Wir melden uns innerhalb von 48 Stunden bei dir. 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Die Ansprache passt sich an, lange bevor der Checkout beginnt.","Kundentypen erkennen, bevor sich jemand einloggt.","Elektronik","mehr Umsatz","+18,2 %","4",{"_uid":1589,"link":1590,"text":1593,"client":1594,"service":58,"headline":1595,"industry":1596,"component":1572,"kpi_label":1597,"kpi_value":1598,"anonymized":81,"reading_time":1599},"a1c4e6f0-2b7d-4c1a-9e3f-5d8a0b6c7e01",{"id":1591,"url":30,"linktype":31,"fieldtype":32,"cached_url":1592},"04d326fc-8771-4dd1-ac1d-881eca6496b5","de/case-studies/case-study-modemarke-testing-programm","Ein Motivation Lab zeigte, warum Kunden im Shop zögern. Daraus wuchs ein Programm mit 50 bis 60 Experimenten im Jahr.","Bekannte deutsche Modemarke","Kunden kauften lieber in der Filiale. Daraus wurde ein Test.","Fashion","Nettoumsatz in drei Jahren","+44,88 Mio. €","5",{"_uid":1601,"link":1602,"logo":1603,"text":1608,"client":1605,"service":58,"headline":1609,"industry":273,"component":1572,"kpi_label":1610,"kpi_value":1611,"reading_time":1587},"238e85bd-6a47-4370-ba96-7dbf85ba93c3",{"id":205,"url":30,"linktype":31,"fieldtype":32,"cached_url":206},{"id":1604,"alt":1605,"name":30,"focus":30,"title":1605,"source":30,"filename":1606,"copyright":30,"fieldtype":49,"meta_data":1607,"is_external_url":51},23160144,"freenet","https://a.storyblok.com/f/328018/255x128/f1adafe85a/freenet.png",{},"Ein Proof of Concept mit vorab vereinbarten Uplift-Zielen hat den Wert von Experimentation belegt. 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Kundenzentrierung wurde so Teil der täglichen Arbeit.","Kundenzentrierung","Personas, die im Alltag genutzt werden statt im Ordner zu liegen.","B2B-Software","Umsatz","+5,2 Mio. €",{"_uid":1627,"link":1628,"text":1631,"client":1632,"service":58,"headline":1633,"industry":1634,"component":1572,"kpi_label":1635,"kpi_value":1636,"anonymized":81,"reading_time":668},"b2d5f7a1-3c8e-4d2b-8f4a-6e9b1c7d8f02",{"id":1629,"url":30,"linktype":31,"fieldtype":32,"cached_url":1630},"683b77f5-8372-4123-ae6a-ed8bb27982ed","de/case-studies/case-study-fashion-d2c-marke","Unsere Expertinnen und Experten haben das interne Team ergänzt. Heute wird jede wichtige Entscheidung vorher getestet.","Mittelständische Fashion-D2C-Marke","Wachstum im gesättigten Markt, ohne mehr Werbebudget.","Fashion D2C","Wertbeitrag pro Jahr","+22,8 Mio. €",{"_uid":1638,"link":1639,"logo":1640,"text":1645,"client":1642,"service":1646,"headline":1647,"industry":1648,"component":1572,"kpi_label":1649,"kpi_value":1650,"reading_time":1599},"5dfd9302-708d-49d6-a85f-b88a18e57cb0",{"id":222,"url":30,"linktype":31,"fieldtype":32,"cached_url":223},{"id":1641,"alt":1642,"name":30,"focus":30,"title":1642,"source":30,"filename":1643,"copyright":30,"fieldtype":49,"meta_data":1644,"is_external_url":51},23160153,"Görtz","https://a.storyblok.com/f/328018/255x128/f45d82f484/goertz.png",{},"Jede große Änderung wurde vor dem Livegang im A/B-Test geprüft. 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Daraus entstand unser Modell für schnelles Testen im D2C.","Pferdesporthaus Loesdau","Viermal so viele Tests, weil kleine Sprints schneller lernen.","Reitsport","ROI in zwei Jahren","1.493 %",{"_uid":1669,"link":1670,"logo":1671,"text":1676,"client":1673,"service":1677,"headline":1678,"industry":1679,"component":1572,"kpi_label":1680,"kpi_value":1681,"reading_time":1575},"5dc62546-51ea-44bd-b43e-70626d59c50b",{"id":199,"url":30,"linktype":31,"fieldtype":32,"cached_url":200},{"id":1672,"alt":1673,"name":30,"focus":30,"title":1673,"source":30,"filename":1674,"copyright":30,"fieldtype":49,"meta_data":1675,"is_external_url":51},23160123,"Betzold","https://a.storyblok.com/f/328018/255x128/a7d0516bd0/betzold.png",{},"Konzept und Shop-Modul entstanden in je einer Woche. Nach fünf Wochen Erprobung war der Nutzen der neuen Personalisierung belegt.","Personalisierung & MVP","Ein MVP in zwei Wochen statt eines Großprojekts.","Schulbedarf","höhere Conversion Rate","+32 %",{"_uid":1683,"link":1684,"logo":1685,"text":1690,"client":1687,"service":65,"headline":1691,"industry":1692,"component":1572,"kpi_label":1693,"kpi_value":1694,"reading_time":1599},"849c59ca-28e6-42dc-8b8d-1623a0535718",{"id":234,"url":30,"linktype":31,"fieldtype":32,"cached_url":235},{"id":1686,"alt":1687,"name":30,"focus":30,"title":1687,"source":30,"filename":1688,"copyright":30,"fieldtype":49,"meta_data":1689,"is_external_url":51},23160151,"ALDI SÜD","https://a.storyblok.com/f/328018/299x150/c54d5ba064/aldi-sued.svg",{},"Jeder Kanal bekam eine eigene Roadmap mit priorisierten Use Cases. Abhängigkeiten zwischen den Kanälen sind jetzt sichtbar und planbar.","Personalisierung über alle Kanäle mit einem gemeinsamen Plan.","Lebensmittelhandel","pro Kanal als Startpunkt","3 Segmente",{"_uid":1696,"link":1697,"logo":1700,"text":1705,"client":1702,"service":65,"headline":1706,"industry":1707,"component":1572,"kpi_label":1708,"kpi_value":1709,"reading_time":1599},"7e0b3c5a-9d2f-4b8e-a1c6-e04f5d2b8a91",{"id":1698,"url":30,"linktype":31,"fieldtype":32,"cached_url":1699},"32656445-665d-4357-9ac8-dcd736831473","de/case-studies/case-study-eon-personalisierung",{"id":1701,"alt":1702,"name":30,"focus":30,"title":1702,"source":30,"filename":1703,"copyright":30,"fieldtype":49,"meta_data":1704,"is_external_url":51},23160222,"E.ON","https://a.storyblok.com/f/328018/255x128/eb2f094070/e-on.png",{},"Ein Assessment über neun Handlungsfelder und eine Bewertung von vier Journey-Streams zeigten, wo sich Personalisierung lohnt. 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