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Digitale Doppelgänger: Die Zukunft datengetriebener Eventplanung

In: Data-driven Live-Marketing

Author

Listed:
  • Colja M. Dams

    (VOK DAMS Events GmbH)

Abstract

Zusammenfassung Die zunehmende Bedeutung retrospektiver Datenauswertung markiert einen entscheidenden Schritt in der Professionalisierung des Eventmanagements. Über viele Jahre hinweg waren Events primär durch Erfahrung, Intuition und kreatives Gespür geprägt. Mit wachsendem Budgetdruck, steigenden Anforderungen an Nachweisbarkeit und einer stärkeren Verankerung von Events im Marketing- und Kommunikationsmix veränderte sich diese Logik. Daten wurden zum Argumentationsinstrument. Post-Event-Surveys, Kennzahlen, Zufriedenheits-Scores und qualitative Feedbacks schufen Transparenz, machten Erfolge sichtbarer und ermöglichten es erstmals, Wirkung systematisch zu dokumentieren (vgl. Abb. 3.1). Daten etablierten sich damit als legitime Grundlage, um Entscheidungen zu begründen, Budgets zu verteidigen und die eigene Arbeit gegenüber internen Stakeholdern zu legitimieren (Harvard Review Analytics Services, 2018).

Suggested Citation

  • Colja M. Dams, 2026. "Digitale Doppelgänger: Die Zukunft datengetriebener Eventplanung," Springer Books, in: Data-driven Live-Marketing, chapter 3, pages 45-93, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-52062-5_3
    DOI: 10.1007/978-3-658-52062-5_3
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