Acceleraid

Social-Media-Daten für das Kundenbeziehungsmanagement heben

Social-media data can enhance CRM and email marketing by revealing user birthdays, hobbies, and interests from social networks. The article discusses how to legally obtain and use such data, emphasizing user permission and consent. It covers practical use cases like Facebook Insights for timing and audience composition, Facebook login enabling access to gender, location, birthday, and interests for personalized communications, and Adtelligence's Convert+ system that personalizes offers in real time using a genetic mutation algorithm. It also notes the challenges of linking Facebook data with CRM via apps, the use of publicly available data with consent (e.g., birthday emails), and mentions the Sphere project by bowi, the Unabhängiges Landeszentrum für Datenschutz Kiel (ULD), and the University of Leipzig funded by the BMBF to identify privacy gaps and improve data protection in CRM. The overarching message is to balance CRM benefits with legal and moral privacy considerations.

Entwicklungen in der digitalen Werbung

The article surveys 2012 developments in digital advertising and outlines 2013 priorities across various industry players. Real-time advertising moved from testing to a standard campaign module in 2012, driven by retargeting, audience segmentation, and behavioral targeting, with expectations that real-time optimization will extend to brand campaigns in 2013. A shift toward user-centric strategies powered by Big Data and social media places the user journey at the center, while multichannel tracking becomes more technical and data-driven. Interactive TV formats are identified as a growth area, supported by more IPTV-enabled devices and consumer engagement through blogs, tweets, and votes. The piece also highlights immersive brand experiences like Audi City in London and Razorfish’s Hyperlinked vision for connecting analog and digital media in 2013.

Die Amazonisierung des Advertisings

Data is the fuel of performance-oriented online advertising, with targeting based on user profiles and interests driving cross-site relevance and conversions. The piece warns that if every e-commerce player mirrors Amazon's data-driven approach, uniformity could emerge, while emphasizing that data-driven marketing is both a boon and a risk: automation enables scale but tools still lack true causal understanding and require human input. IDC notes data volumes grow roughly every 18 months, with about 2.5 trillion bytes of digital data added daily. Industry voices from André Morys (Web Arts), Bernd Hoffmann (MediaCom), Michael Altendorf (Adtelligence), and others argue for maximal relevance at the right moment and context, and for using purchase history and user interests to anticipate needs. The discussion also highlights the need to balance technology with creative execution, manage exposure via frequency capping, and tailor strategies to business models and channels, including onsite, newsletters, and retargeting.