Big Data: Von Daten getrieben …

big-dataDas verwertbare Datenvolumen, das auf die für Marketing und Kommunikation verantwortlichen herniedergeht hat mittlerweile ein immenses Ausmaß angenommen. Gerade der Social Media Bereich erschließt mit seinen Facebook-Posts, Produktrezensionen, Bewertungen in Portalen oder Foreneinträge immer mehr zumeist unstrukturierte Daten. Grundsätzlich eine vorteilhafte Situation, bilden sie doch Kundenwünsche, Meinungsklima, Maßnahmen-Response und diverse andere erfolgsrelevante Faktoren ab und bieten damit die Möglichkeit, betriebswirtschaftliche Entscheidungen zu fundieren. Sollte man meinen.

Doch Daten sind noch kein Wissen. Erst wenn die richtigen Fragen gestellt und die richtigen Verknüpfungen gebildet werden, entstehen aus ihnen vorteilhafte Erkenntnisse. Kein Unternehmensverantwortlicher gibt sich heute noch mit der Information zufrieden, das seine letzte online PR-Kampagne eine bestimmte Anzahl an Visits, Follower oder Fans generiert hat. Die Daten, die sich erschließen lassen, gehen weit über diese Standards hinaus, haben damit aber auch an Volumen und Unübersichtlichkeit zugenommen.

Big Data ist in aller Munde – Datenbewältigung und Business Analytics immer noch ein Randthema. Es ist zwar in den Unternehmen angekommen, doch bleiben, wie eine aktuelle Studie zeigt, wesentliche Potenziale weiterhin ungenutzt. Dabei bietet gerade das Marketing viele Optimierungsbeispiele durch zielgerichtete Datenanalyse, sei es die kundenoptimierte, preissensitive Präsentation von Angeboten oder die Fokussierung von Maßnahmen auf besonders profitable Kundensegmente.
Auch den PR-Verantwortlichen hilft eine zielgerichtete Datenanalyse ihre Performance zu optimieren. Hier drei Möglichkeiten:

1. Identifikation von Key-Influencern

community managementSocial-Media-Daten helfen, die wichtigsten relevanten Key-Influencer zu identifizieren. Der Einfluss reichweitenstarker Meinungsführer auf potenzielle Kunden und Stakeholder ist unbestritten. Dabei gibt es keine universale Strategie zu deren Identifizierung, da sie je nach Unternehmenssituation variieren. Die Influencer, die eine große Wirkung auf die Markenbekanntheit haben, sind vielleicht nicht diejenigen, die bei einer Produkteinführung oder in einer Krisensituation wichtig werden. Gerade in Hinblick auf die unterschiedlichen Szenarien ist eine laufende und zielgerichtete Datenanalyse sehr aufschlussreich.

2. Kundenverständnis und Trendentwicklung

konzeption und webdesignBig-Data-Analysen helfen, Kunden besser zu verstehen und zielsicherere Prognosen zu treffen. Welche Produkte, welche Serviceleistungen haben zukünftig die besten Chancen? Trends, die sich heute häufig als erstes in den Social Media abbilden, lassen sich umfassend analysieren besonders dann, wenn man sie mit Daten aus dem Customer Relations Management oder der Markt- und Meinungsforschung verknüpft.

3. Content Optimierung

themenentwicklungAufbereitete Daten bieten die Möglichkeit, Content zielgerichteter zu produzieren und anzubieten. Natürlich braucht es für eine gute Story immer noch eine zündende Idee und kreative Aufbereitung. Aber der Zugang zu unmittelbarem Response, Leseverhalten und Zielgruppen-Spezifika hilft bessere und eingängigere Inhalte zu verfassen, und damit auch den Mehrwert für Nutzer signifikant anzuheben.

Wissen ist Macht. In Zukunft wird der PR-Erfolg mehr denn je von einer sinnvollen Verknüpfung von Kreativität und Datenanalyse abhängen. Die Aufbereitung ist dabei dank umfangreicher Tools keine Raketenwissenschaft mehr. Doch es braucht ein klares und zielgerichtetes Verständnis der generierten Daten, um die richtigen Schlussfolgerungen zu ziehen.

Big Data: Von Daten getrieben …
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41 thoughts on “Big Data: Von Daten getrieben …

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