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Know-Phase

In: MarTech, KI und Automatisierung: Die Zukunft des Marketings

Author

Listed:
  • Andreas Fuchs

    (Technische Hochschule Würzburg-Schweinfurt)

Abstract

Zusammenfassung Kap. 2 führt in die Know-Phase des Marketing Technology Frameworks ein, die als Grundlage für datengetriebenes Marketing dient. Ziel ist es, eine umfassende 360-Grad-Kundensicht zu schaffen, indem alle relevanten Kundendaten in einem Unified Customer Profile (UCP) zusammengeführt werden. Das Kapitel erklärt, wie Unternehmen strategische Marketingziele aus Daten ableiten, eine effektive Datenstrategie entwickeln und ein skalierbares MarTech-Stack aufbauen, das Daten aus verschiedenen Quellen integriert. Zudem werden Methoden zur Datenharmonisierung, Identity Resolution und KI-gestützten Analyse vorgestellt, die personalisierte Customer Journeys ermöglichen. Praxisnahe Beispiele, Best Practices und Handlungsempfehlungen helfen dabei, datengetriebenes Marketing erfolgreich umzusetzen und eine solide Basis für die weiteren Phasen des Frameworks zu schaffen.

Suggested Citation

  • Andreas Fuchs, 2025. "Know-Phase," Springer Books, in: MarTech, KI und Automatisierung: Die Zukunft des Marketings, chapter 0, pages 39-88, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48076-9_2
    DOI: 10.1007/978-3-658-48076-9_2
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