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Testen im Dialogmarketing

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658313333
Condition
New
Product Description

Dieses Buch zeigt, wie man Tests im Dialogmarketing durchfhrt, um den Erfolg einer Werbekampagne zu messen. Tests im Dialogmarketing sind ein Schlssel zur Optimierung der Kommunikation doch in der Praxis scheitern Tests hufig. Je nach Zielsetzung sind bei den Tests andere Kenngren als Testgren relevant. Der Autor erlutert, wie man von einer vagen Hypothese zum konkreten Test im Dialogmarketing kommt, den zur KPI passenden Test findet, durchfhrt und anschlieend interpretiert. Im Kapitel zur Durchfhrung der Tests lsst sich der Rckgriff auf mathematische Formeln nicht vermeiden. Doch auch ohne Formelverstndnis lassen sich alle Berechnungen mit Hilfe der verschiedenen Excel-Tools zu diesem Buch einfach nachvollziehen. Diese finden sich unter der Webseite https://www.springer.com/gp/book/9783658313333. Der Inhalt Mit Kennzahlen den Kampagnenerfolg messen Vom Optimierungsansatz zum Testdesign A-B-Tests durchfhren und interpretieren Der Weg zur praktischen Umsetzung.

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