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href=\"https://www.snowflake.com/de/analytics/business-intelligence/strategy/\"\u003EBI-Strategie\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/tools/\"\u003EBI-Tools\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/kpi/\"\u003EKPIs\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/okr/\"\u003EOKRs\u003C/a\u003E\u003C/li\u003E\r\n\u003C/ul\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-small"}},":itemsOrder":["text_894059747","text"]},":type":"snowflake-site/components/flexible-column-container","isActiveTOC":false,"isBlogPage":false,"appliedCssClassNames":"snowflake-flexible-column-container-gray-10-bg"},"flexible_column_cont_663228916":{"id":"flexible-column-container-b66875ae72","propertiesId":"hub-body","type":"2-column-60-40","alignColumns":"top","containerMaxWidth":"extra-large","topPadding":"medium","bottomPadding":"medium","spaceBetween":"small","reverseOnMobile":false,"carouselOnMobile":false,"propertiesCSSClasses":"page-section","backgroundImageOption":"none","flexible_column_content_container_1":{"additionalClasses":"longform-content","layout":"SIMPLE","id":"hub-body-content",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container",":items":{"callout__0":{"id":"text-9d2b6285fd","additionalClasses":"callout callout--general","text":"\u003Cp\u003E\u003Cstrong\u003EBALANCED SCORECARD – DEFINITION\u003C/strong\u003E\u003C/p\u003E\n\u003Cp\u003EEine Balanced Scorecard ist eine strukturierte Sicht auf die strategische Performance, die Ergebniskennzahlen mit Indikatoren für die kundenbezogenen, operativen und organisatorischen Faktoren kombiniert, von denen erwartet wird, dass sie diese Ergebnisse beeinflussen.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-regular text-color-text-05"},"text__0":{"id":"text-dcc45df287","text":"\u003Cp\u003EUnternehmen haben heute Zugang zu weitaus mehr Daten über die Abläufe im Unternehmen als zu der Zeit, als \u003Ca href=\"https://www.hbs.edu/ris/Publication%20Files/10-074_0bf3c151-f82b-4592-b885-cdde7f5d97a6.pdf\" target=\"_blank\"\u003EKaplan und Norton 1992 die Balanced Scorecard einführten\u003C/a\u003E. Kundeninteraktionen, operative Performance, Produktnutzung, Mitarbeiteraktivitäten und Finanzergebnisse können alle mit größerer Granularität und Häufigkeit gemessen werden, was bedeutet, dass Führungskräften weitaus mehr potenzielle Indikatoren zur Auswahl stehen. Die Herausforderung besteht darin, zu entscheiden, welche Kennzahlen tatsächlich in die Strategiediskussion gehören und welche Zusammenhänge das Unternehmen zwischen ihnen erwartet.\u003C/p\u003E\n\u003Cp\u003EDas Balanced-Scorecard-Framework bietet Unternehmen eine Möglichkeit, diese Entscheidungen zu treffen. Über die Perspektiven Finanzen, Kunden, interne Geschäftsprozesse sowie Lernen und Wachstum hinweg werden Kennzahlen mit strategischen Zielen und miteinander verknüpft.\u003C/p\u003E\n\u003Cp\u003EDie Datenfülle moderner Umgebungen legt auch die Messlatte für eine gute Implementierung des Frameworks höher. Eine Kennzahl, die früher aus einem einzigen Bericht stammte, kann heute Daten aus mehreren Systemen kombinieren, kontinuierlich aktualisiert und nach Region, Produkt oder Kundensegment analysiert werden. \u003Ca href=\"https://www.snowflake.com/de/lp/cdo-guide-measuring-ai-business-value/\"\u003EAnahita Tafvizi, Chief Data and Analytics Officer bei Snowflake,\u003C/a\u003E beschreibt einen Teil der Rolle des modernen CDO als Unterstützung beim „Aufbau von Systemen, die Daten konsistent in Ergebnisse übersetzen und das Unternehmen dabei anleiten, auf dem Weg dorthin zu messen, zu lernen und sich anzupassen“.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_what-is-a-balanced-scorecard":{"id":"title-v2-e1e8a1036c","additionalClasses":"anchor-title anchor-title--what-is-a-balanced-scorecard","type":"heading2","lines":["Was ist eine Balanced Scorecard?"],":type":"snowflake-site/components/title-v2"},"text_what-is-a-balanced-scorecard_0":{"id":"text-ed87d24ef2","text":"\u003Cp\u003EDie Balanced Scorecard (manchmal als BSC abgekürzt) ist ein Strategiemanagement-Framework, das die Performance über vier Perspektiven hinweg verfolgt: Finanzen, Kunden, interne Geschäftsprozesse sowie Lernen und Wachstum. Zusammen verbinden diese Perspektiven die Finanzergebnisse mit den Betriebsbedingungen und Aktivitäten, von denen erwartet wird, dass sie diese hervorbringen. Unternehmen nutzen Balanced Scorecards, um Strategien in eine Reihe von verknüpften Zielen, Kennzahlen, Zielwerten und Initiativen zu übersetzen, die sie im Laufe der Zeit verfolgen können.\u003C/p\u003E\r\n\u003Cp\u003ERobert Kaplan und David Norton stellten das Balanced-Scorecard-Framework in der Ausgabe Januar–Februar 1992 der \u003Ci\u003EHarvard Business Review\u003C/i\u003E vor und stützten sich dabei auf ein einjähriges Forschungsprojekt mit 12 Unternehmen. Ihr Ausgangspunkt war eine Einschränkung der herkömmlichen Finanzberichterstattung: Kennzahlen wie die Investitionsrendite und der Gewinn pro Aktie beschreiben die Ergebnisse bereits ergriffener Maßnahmen, bieten jedoch weniger Einblick in die Fähigkeiten, Prozesse und Kundenergebnisse, die die zukünftige Performance prägen.\u003C/p\u003E\r\n\u003Cp\u003EDas ursprüngliche Framework organisierte die Scorecard um vier Fragen:\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003EWie sehen uns die Kund:innen?\u003C/li\u003E\r\n\u003Cli\u003EWorin müssen wir herausragend sein?\u003C/li\u003E\r\n\u003Cli\u003EVerbessern wir uns weiterhin und schaffen wir Wert?\u003C/li\u003E\r\n\u003Cli\u003EWie wirken wir auf die Aktionär:innen?\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cp\u003EDie Fragen ermutigten Führungskräfte, eine relativ kleine Gruppe von Kennzahlen aus verschiedenen Teilen des Unternehmens auszuwählen und diese gemeinsam zu untersuchen.\u003C/p\u003E\r\n\u003Cp\u003EDiese Unterscheidung trennt eine Balanced Scorecard noch immer von einem allgemeinen Performance-Dashboard. Ein Dashboard kann Umsatz, Service-Level, Mitarbeiterfluktuation und Produktakzeptanz enthalten, weil Stakeholder diese überwachen möchten. Eine Scorecard beginnt mit strategischen Zielen und wählt Performance-Kennzahlen aus, die den Fortschritt in Richtung dieser Ziele anzeigen, einschließlich Früh- und Spätindikatoren.\u003C/p\u003E\r\n\u003Cp\u003EJede Kennzahl benötigt auch einen Vergleichswert. Ein strategisches Ziel wie die Verbesserung der Kundenbindung könnte beispielsweise die Verlängerungsrate als Performance-Kennzahl verwenden, einen Zielwert für das Jahr festlegen und einen Schwellenwert definieren, der weitere Untersuchungen auslöst. Ohne diese Verbindungen bietet eine Sammlung von Geschäftskennzahlen Einblick in die Performance, ohne notwendigerweise die dahinter stehende Strategie zu erklären.\u003C/p\u003E\r\n\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/strategy/\"\u003ELesen Sie unseren Leitfaden zur Business-Intelligence-Strategie >\u003C/a\u003E\u003C/p\u003E\r\n\u003Cp\u003E\u003Ci\u003ESehen Sie, wie Freddie Mac Daten und Analytics mit zentraler Governance nutzt, um die Transparenz der Geschäfts-Performance zu verbessern und schnellere Entscheidungen zu unterstützen:\u003C/i\u003E\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"yt_what-is-a-balanced-scorecard_0":{"id":"embed-ec3c7f2332","youtubeVideoId":"N1X8-9BHo6Q","layout":"responsive","youtubeAspectRatio":"56.25","youtubeAutoPlay":false,"youtubeLoop":false,"youtubeMute":false,"youtubePlaysInline":false,"youtubeRel":false,"embeddableResourceType":"core/wcm/components/embed/v1/embed/embeddable/youtube","isLcpImage":false,"type":"EMBEDDABLE",":type":"snowflake-site/components/youtube"},"title_the-four-perspectives-of-the-balanced-scorecard":{"id":"title-v2-ce6747124b","additionalClasses":"anchor-title anchor-title--the-four-perspectives-of-the-balanced-scorecard","type":"heading2","lines":["Die vier Perspektiven der Balanced Scorecard"],":type":"snowflake-site/components/title-v2"},"text_the-four-perspectives-of-the-balanced-scorecard_0":{"id":"text-df33a96727","text":"\u003Cp\u003EDie vier Perspektiven bieten unterschiedliche Sichten auf die Performance, doch ihr Wert ergibt sich erst aus den Beziehungen zwischen ihnen. Beispielsweise könnte eine Strategy Map vorschlagen, dass stärkere Mitarbeiterfähigkeiten einen bestimmten Prozess verbessern, dass die Prozessänderung ein Kundenergebnis verbessert und dass das Kundenergebnis zu einem Finanzergebnis beiträgt.\u003C/p\u003E\n\u003Cp\u003EDiese Verknüpfungen sind Hypothesen darüber, wie die Strategie voraussichtlich funktionieren wird. Das Unternehmen muss dann die Kennzahlen im Laufe der Zeit beobachten und feststellen, ob die vorgeschlagenen Beziehungen Bestand haben.\u003C/p\u003E\n\u003Ch3\u003EFinanzperspektive\u003C/h3\u003E\n\u003Cp\u003EDie Finanzperspektive verfolgt Ergebnisse wie Umsatzwachstum, operative Marge, Cashflow oder Kapitalrendite. Finanzkennzahlen sind in der Regel Spätindikatoren: Bis das Ergebnis in einem Jahresabschluss erscheint, haben viele der dafür verantwortlichen Entscheidungen und Aktivitäten bereits stattgefunden.\u003C/p\u003E\n\u003Cp\u003EAngenommen, ein Unternehmen möchte den wiederkehrenden Umsatz mit Bestandskund:innen steigern. Das jährliche Wachstum des wiederkehrenden Umsatzes könnte als finanzielle Performance-Kennzahl mit einem definierten Zielwert und Schwellenwert dienen. Es zeigt, ob die Strategie letztendlich das erwartete wirtschaftliche Ergebnis erbracht hat, während frühere Signale an anderer Stelle in der Scorecard zu finden sind.\u003C/p\u003E\n\u003Cp\u003EFür eine Regierungsbehörde oder eine gemeinnützige Organisation sieht das Ergebnis auf oberster Ebene oft anders aus. Die Erfüllung der Mission, Ergebnisse für Bürger:innen oder der Stakeholder-Wert könnten die höchste Position in der Strategy Map einnehmen, wobei Finanzkennzahlen Finanzierungsbeschränkungen oder Verwaltungsziele darstellen. \u003Ca href=\"https://balancedscorecard.org/\" target=\"_blank\"\u003EDas Balanced Scorecard Institute\u003C/a\u003E dokumentiert beispielsweise Implementierungen im öffentlichen Sektor, die die traditionellen Perspektiven ändern und umbenennen, um sie an die Mission der jeweiligen Organisation anzupassen.\u003C/p\u003E\n\u003Ch3\u003EKundenperspektive\u003C/h3\u003E\n\u003Cp\u003EDie Kundenperspektive fragt, wie gut das Unternehmen das Wertversprechen seiner Strategie einlöst. Zu den Kennzahlen können Kundenbindung, Zufriedenheit, Share of Wallet, Akquisitionskosten oder ein anderer Indikator gehören, der an die Kundenziele des Unternehmens gebunden ist.\u003C/p\u003E\n\u003Cp\u003EIm Beispiel des wiederkehrenden Umsatzes könnte die Verlängerungsrate als Frühindikator für zukünftige wiederkehrende Umsätze dienen. Gleichzeitig ist die Verlängerungsrate ein Spätindikator für frühere Erfahrungen mit Produktqualität, Support oder Account Management. Die Rolle eines Indikators hängt von seiner Position in der untersuchten Strategie ab.\u003C/p\u003E\n\u003Ch3\u003EPerspektive der internen Geschäftsprozesse\u003C/h3\u003E\n\u003Cp\u003EKennzahlen für interne Geschäftsprozesse verfolgen die Arbeit, die erforderlich ist, um das Kundenergebnis zu liefern. Je nach Strategie kann dies die Auftragsabwicklungszeit, die Fehlerquote, die Erstlösungsquote, die Zykluszeit für Produktfreigaben oder die Servicekosten umfassen.\u003C/p\u003E\n\u003Cp\u003EWenn die Kundenbindung beispielsweise teilweise von der Servicequalität abhängt, könnte die Erstlösungsquote als Frühindikator für die Kundenzufriedenheit oder Verlängerung dienen. Eine Scorecard sollte sie nur dann enthalten, wenn Führungskräfte einen strategischen Grund haben, diese Beziehung zu erwarten.\u003C/p\u003E\n\u003Cp\u003EKaplan und Norton formulierten diese Perspektive mit einer bewusst selektiven Frage: Worin müssen wir herausragend sein? Die Formulierung hilft zu verhindern, dass ein operativer Kennzahlenkatalog in die Scorecard überschwappt. Viele Prozesse verdienen die Aufmerksamkeit des Managements, aber relativ wenige müssen auf der primären Strategie-Scorecard des Unternehmens stehen.\u003C/p\u003E\n\u003Ch3\u003ELern- und Wachstumsperspektive\u003C/h3\u003E\n\u003Cp\u003EUrsprünglich als Innovation und Lernen beschrieben, deckt diese Perspektive die Fähigkeiten ab, die zur Verbesserung der darüber liegenden Prozesse erforderlich sind. Je nach Strategie können Kennzahlen die Fähigkeiten der Belegschaft, die Informationsverfügbarkeit, das Mitarbeiterengagement oder eine andere Form der organisatorischen Kapazität betreffen.\u003C/p\u003E\n\u003Cp\u003EStellen Sie sich ein Dienstleistungsunternehmen vor, das ein neues Support-Modell einführt. Der Prozentsatz der Servicemitarbeiter:innen, die Kenntnisse im neuen System nachweisen, könnte als Frühindikator für die Erstlösungsquote dienen, die wiederum in die Kunden- und Finanzziele weiter oben in der Strategy Map einfließt.\u003C/p\u003E\n\u003Cp\u003ELern- und Wachstumskennzahlen verdienen die gleiche Spezifität wie Kennzahlen an anderer Stelle in der Scorecard. Schulungsstunden allein sagen beispielsweise wenig darüber aus, ob die Mitarbeiter:innen die von der Strategie geforderte Fähigkeit entwickelt haben. Eine stärkere Kennzahl identifiziert die Fähigkeit selbst und eine sinnvolle Möglichkeit, sie zu bewerten.\u003C/p\u003E\n\u003Cp\u003EÜber alle vier Perspektiven hinweg verbinden dieselben grundlegenden Komponenten die Messung mit konkretem Handeln: strategische Ziele, Performance-Kennzahlen, Zielwerte und strategische Initiativen. Ziele beschreiben das beabsichtigte Ergebnis, Kennzahlen zeigen den Fortschritt, Zielwerte legen das erwartete Performance-Niveau fest und Initiativen identifizieren Arbeiten, die die Kennzahl bewegen sollen.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"card_v2_the-four-perspectives-of-the-balanced-scorecard_0":{"id":"card-v2-30d57df244","additionalClasses":"seo-customer","configurationStatus":{"configured":true,"message":""},"button":{"id":"button","showOutboundIcon":false,"buttonLink":{"valid":true,"url":"/en/customers/all-customers/case-study/under-armour/"},"linkTargetContentType":"GENERIC",":type":"snowflake-site/components/button","linkType":"SNOWFLAKE_INTERNAL","text":"Customer Story lesen (Englisch)"},":type":"snowflake-site/components/card-v2","title":{"id":"title","type":"heading4","lines":["Under Armour"],":type":"snowflake-site/components/title-v2"},"image":{"id":"image","height":"351","src":"/adobe/dynamicmedia/deliver/dm-aid--4038893f-c777-401a-b624-8b0357dbe5e9/underarmour%25403x.png?preferwebp=true&quality=85","alt":"Under Armour logo","lazyEnabled":true,"isLcpImage":false,"width":"624",":type":"snowflake-site/components/image"},"type":"content-card","text":{"id":"text","text":"\u003Cp\u003EUnder Armour nutzt Snowflake als gemeinsame Datengrundlage für Reporting und Analytics, was Teams hilft, mit konsistenten Informationen zu arbeiten, anstatt verschiedene Berechnungen abzugleichen. Der „Golden Report“-Ansatz verankert analytische Erkenntnisse in etablierten Metriken und Definitionen und bietet einen vertrauenswürdigen Referenzpunkt, wenn Nutzer:innen die Geschäfts-Performance untersuchen.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text"},"layoutStyle":"horizontal"},"title_from-strategy-map-to-scorecard-how-one-is-built":{"id":"title-v2-f9da18c4f3","additionalClasses":"anchor-title anchor-title--from-strategy-map-to-scorecard-how-one-is-built","type":"heading2","lines":["Von der Strategy Map zur Scorecard: So entsteht eine Scorecard"],":type":"snowflake-site/components/title-v2"},"text_from-strategy-map-to-scorecard-how-one-is-built_0":{"id":"text-a5f717a969","text":"\u003Cp\u003EEine Balanced Scorecard beginnt im Vorfeld der Metriken. Das Unternehmen legt zunächst fest, was es erreichen möchte, und beschreibt dann die Beziehungen zwischen diesen Zielen, bevor es die Kennzahlen auswählt, mit denen diese überprüft werden.\u003C/p\u003E\n\u003Cp\u003EDas Balanced Scorecard Institute formalisiert die Implementierung durch eine neunstufige Methodik, die von der Bewertung und Strategieentwicklung über die Messung, Automatisierung, Ausrichtung und Evaluierung reicht. Eine praktische Abfolge für den Aufbau sieht wie folgt aus:\u003C/p\u003E\n\u003Col\u003E\n\u003Cli\u003E\u003Cstrong\u003EStrategische Ziele definieren:\u003C/strong\u003E Beginnen Sie mit spezifischen Ergebnissen, die das Unternehmen verbessern muss, wie z. B. die Erhöhung der Kundenbindung, die Verkürzung der Auftragsabwicklungszeit oder die Verbesserung eines Missionsergebnisses.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EDie Strategy Map erstellen:\u003C/strong\u003E Ordnen Sie diese Ziele den relevanten Perspektiven zu und zeichnen Sie die vorgeschlagenen Ursache-Wirkungs-Beziehungen zwischen ihnen auf. Eine Strategy Map bietet Führungskräften eine Übersicht auf einer Seite über die strategische Hypothese: Wenn sich Fähigkeit A verbessert, sollte sich Prozess B verbessern, gefolgt von Kundenergebnis C und finanziellem oder Missionsergebnis D. Die Strategy Maps sollten die logischen Ursache-Wirkungs-Zusammenhänge zwischen den strategischen Zielen aufzeigen.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EPerformance-Kennzahlen auswählen:\u003C/strong\u003E Wählen Sie Indikatoren aus, die Belege für jedes Ziel und seinen Platz in der Strategy Map liefern. Einige Kennzahlen erfassen bereits erzielte Ergebnisse; andere sollten ein früheres Signal für den Fortschritt liefern.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EZielwerte und Schwellenwerte festlegen:\u003C/strong\u003E Geben Sie jeder Kennzahl eine definierte Erwartung. Ein Zielwert legt das gewünschte Ergebnis fest, während Schwellenwerte Teams dabei helfen, eine Performance zu identifizieren, die vor der nächsten formellen Strategieüberprüfung Aufmerksamkeit erfordert.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EStrategische Initiativen verknüpfen:\u003C/strong\u003E Initiativen sollten in einer expliziten Beziehung zu den Zielen und Kennzahlen stehen, die sie beeinflussen sollen. Das macht es möglich, die Arbeit zusammen mit der daraus resultierenden Performance zu bewerten.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EDie Scorecard ausrichten und kaskadieren:\u003C/strong\u003E Geschäftsbereiche, Abteilungen und Teams verknüpfen dann ihre Ziele und Kennzahlen mit der übergeordneten Strategie.\u003C/li\u003E\n\u003C/ol\u003E\n\u003Cp\u003EDer letzte Schritt führt zu einem leicht zu übersehenden Messproblem. Wenn eine Unternehmens-Scorecard die Kundenbindung verwendet und ein Geschäftsbereich unter demselben Namen eine andere Berechnung meldet, kann die Kennzahl auf der unteren Ebene nicht sauber in die Unternehmensansicht einfließen.\u003C/p\u003E\n\u003Cp\u003EEine Kennzahlenspezifikation hilft, diese Abweichung zu verhindern. Dokumentieren Sie für jede Scorecard-Kennzahl die genaue Definition und Formel, die Quelldaten, die benannte verantwortliche Person, den Aktualisierungsrhythmus, den Zielwert und den Schwellenwert. Wenn Berechnungen von Filtern, Ausschlüssen oder einer bestimmten Granularität abhängen, gehören diese Details ebenfalls in die Spezifikation.\u003C/p\u003E\n\u003Cp\u003EDie Dokumentation ist im Vergleich zur Erstellung einer Strategy Map ziemlich banal, trägt aber einen großen Teil der operativen Last. Wenn sich eine Metrik unerwartet bewegt, müssen die Teams wissen, ob sich die geschäftliche Performance geändert hat, ob sich die zugrunde liegenden Daten geändert haben oder ob die Kennzahl selbst neu definiert wurde.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"callout_from-strategy-map-to-scorecard-how-one-is-built_0":{"id":"text-15b8060a88","additionalClasses":"callout callout--tip","text":"\u003Cp\u003E\u003Cstrong\u003EKURZER TIPP\u003C/strong\u003E\u003C/p\u003E\n\u003Cp\u003ESchreiben Sie eine Kennzahlenspezifikation, bevor Sie eine Metrik an andere Teams kaskadieren. Erfassen Sie die Formel, die Quelldaten, die verantwortliche Person, den Aktualisierungsrhythmus, den Zielwert und den Schwellenwert, damit jede Ebene der Scorecard dasselbe bewertet.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-regular text-color-text-05"},"title_balanced-scorecard-vs-kpi-vs-okr":{"id":"title-v2-d6982260b8","additionalClasses":"anchor-title anchor-title--balanced-scorecard-vs-kpi-vs-okr","type":"heading2","lines":["Balanced Scorecard vs. KPI vs. OKR"],":type":"snowflake-site/components/title-v2"},"text_balanced-scorecard-vs-kpi-vs-okr_0":{"id":"text-24fc87819c","text":"\u003Cp\u003EBalanced Scorecards, KPIs und OKRs beinhalten alle Messungen, obwohl sie auf unterschiedlichen Ebenen eines Managementsystems operieren.\u003C/p\u003E\n\u003Ch3\u003EBalanced Scorecard vs. KPI\u003C/h3\u003E\n\u003Cp\u003EEin \u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/kpi/\"\u003EKPI\u003C/a\u003E ist eine einzelne Kennzahl, die verwendet wird, um die Performance im Hinblick auf ein wichtiges Ziel zu verfolgen. Eine Balanced Scorecard organisiert eine ausgewählte Gruppe von Kennzahlen innerhalb einer expliziten Strategie und zeigt, wie Ziele aus Sicht des Unternehmens über mehrere Perspektiven hinweg zusammenhängen sollen.\u003C/p\u003E\n\u003Cp\u003EEin KPI für die Kundenbindung könnte beispielsweise in vielen operativen Berichten auftauchen. Innerhalb einer Balanced Scorecard steht derselbe KPI neben einem strategischen Ziel, einem Zielwert, einer Initiative und einer vorgeschlagenen Beziehung zu anderen Kennzahlen.\u003C/p\u003E\n\u003Ch3\u003EBalanced Scorecard vs. OKR\u003C/h3\u003E\n\u003Cp\u003EObjectives and Key Results (\u003Ca href=\"https://www.snowflake.com/de/analytics/business-intelligence/okr/\"\u003EOKRs\u003C/a\u003E) organisieren Ziele und messbare Ergebnisse rund um einen Planungs- und Ausführungsrhythmus. Balanced Scorecards bieten eine dauerhafte Struktur, um Strategien über verknüpfte Ziele und Performance-Kennzahlen abzubilden.\u003C/p\u003E\n\u003Cp\u003EUnternehmen, die beides verwenden, verknüpfen sie oft. Eine dauerhafte Scorecard könnte die Kundenbindung als strategisches Ziel identifizieren und die Verlängerungsrate über mehrere Jahre hinweg verfolgen, während das aktuelle OKR eines Teams eine spezifische Verbesserung adressiert, von der erwartet wird, dass sie diese Kennzahl während der nächsten Planungsperiode beeinflusst.\u003C/p\u003E\n\u003Cp\u003EIhre Überprüfungsrhythmen müssen eng genug aufeinander abgestimmt sein, damit diese Beziehungen nützlich bleiben. Wenn Ausführungsteams wöchentlich auf die Performance reagieren, während die relevanten strategischen Indikatoren erst einige Monate später Aufmerksamkeit erhalten, haben Führungskräfte weniger Möglichkeiten, die aktuelle Arbeit mit Änderungen in der Scorecard zu verknüpfen.\u003C/p\u003E\n\u003Ch3\u003EBalanced Scorecard vs. North Star Metric\u003C/h3\u003E\n\u003Cp\u003EEine North Star Metric konzentriert die Aufmerksamkeit auf eine Kennzahl, die eng mit dem Wert verbunden ist, den ein Unternehmen oder Produkt liefert. Eine Balanced Scorecard behält bewusst mehrere Perspektiven bei und erkennt an, dass eine einzige Metrik selten die gesamten Bedingungen hinter der organisatorischen Performance beschreibt.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_why-balanced-scorecards-stall-the-definition-problem":{"id":"title-v2-351790533c","additionalClasses":"anchor-title anchor-title--why-balanced-scorecards-stall-the-definition-problem","type":"heading2","lines":["Warum Balanced Scorecards ins Stocken geraten: das Definitionsproblem"],":type":"snowflake-site/components/title-v2"},"text_why-balanced-scorecards-stall-the-definition-problem_0":{"id":"text-50219c7762","text":"\u003Cp\u003EDie vier Perspektiven sind unkompliziert, aber um das System im Laufe der Zeit strategisch nützlich zu halten, müssen Herausforderungen im Zusammenhang mit der Definition und Verwaltung von Metriken bewältigt werden.\u003C/p\u003E\n\u003Ch3\u003EVorhandene Kennzahlen werden in vier Kategorien einsortiert\u003C/h3\u003E\n\u003Cp\u003EEine gängige Implementierung beginnt mit den Kennzahlen, die das Unternehmen bereits meldet, verteilt sie auf die vier Perspektiven und bezeichnet die resultierende Sammlung als Balanced Scorecard.\u003C/p\u003E\n\u003Cp\u003EDem Ergebnis fehlen oft die strategischen Beziehungen, die dem Framework seine Struktur geben. Der Umsatz könnte unter Finanzen, die Zufriedenheit unter Kunden, die Zykluszeit unter internen Prozessen und die Schulungsstunden unter Lernen und Wachstum angesiedelt sein, doch nichts legt fest, warum diese bestimmten Kennzahlen ausgewählt wurden oder wie die Bewegung in einer mit einer anderen zusammenhängen sollte.\u003C/p\u003E\n\u003Cp\u003EEine robuste Strategy Map korrigiert dieses Problem im Vorfeld. Jede Performance-Kennzahl verdient ihren Platz durch ein Ziel und eine erwartete Rolle in der strategischen Hypothese.\u003C/p\u003E\n\u003Ch3\u003EDie Erfassung erzeugt ihren eigenen Reporting-Workload\u003C/h3\u003E\n\u003Cp\u003EScorecard-Programme geraten oft ins Stolpern, wenn ihre Zusammenstellung wiederholte manuelle Arbeit erfordert. Wenn eine Kennzahl erfordert, dass jemand vor jeder Überprüfung eine Tabelle exportiert, bereinigt, mit einer anderen Quelle abgleicht und die Berechnung neu erstellt, verbraucht das Reporting Zeit, die andernfalls in die Interpretation der Performance fließen könnte.\u003C/p\u003E\n\u003Cp\u003EIm Laufe der Zeit neigen Unternehmen dazu, die Kennzahlen beizubehalten, die am einfachsten zu erstellen sind. Strategisch nützliche Indikatoren mit hohen Erfassungskosten werden seltener aktualisiert oder verschwinden ganz aus der Scorecard.\u003C/p\u003E\n\u003Cp\u003EDer Aktualisierungsrhythmus sollte dem Überprüfungsrhythmus und der Art des beteiligten Signals folgen. Ein operativer Frühindikator, der nur einmal im Quartal aktualisiert wird, bietet während eines monatlichen Managementzyklus wenig Frühwarnung.\u003C/p\u003E\n\u003Ch3\u003EGeschäftsdefinitionen driften über Systeme und Teams hinweg auseinander\u003C/h3\u003E\n\u003Cp\u003EEin tieferes Problem tritt auf, wenn derselbe Geschäftsbegriff zu unterschiedlichen Berechnungen führt. „Umsatz“ könnte beispielsweise in einem Bericht auf Buchungen und in einem anderen auf realisiertem Umsatz basieren. Oder das Produktteam könnte „aktive Kund:innen“ über einen Login innerhalb von 30 Tagen definieren, das Finanzteam hingegen über ein Konto, das im aktuellen Quartal abgerechnet wird.\u003C/p\u003E\n\u003Cp\u003EWie \u003Ca href=\"https://www.snowflake.com/en/blog/engineering/how-to-build-semantic-view/\"\u003EAbhinav Vadrevu, Senior Product Manager bei Snowflake,\u003C/a\u003E es ausdrückt: „Geschäftsdefinitionen sind von Natur aus kollektiv.“ Ein Begriff wie \u003Cem\u003EUmsatz\u003C/em\u003E oder \u003Cem\u003Eaktive Kund:innen\u003C/em\u003E spiegelt oft Entscheidungen wider, die sich über Reporting, Analysen und Geschäftsprozesse hinweg angesammelt haben, was die Dokumentation der vereinbarten Definition besonders wichtig macht, wenn die Kennzahl auf einer Unternehmens-Scorecard erscheint.\u003C/p\u003E\n\u003Cp\u003EAuf Unternehmensebene sollte eine Single Source of Truth für eine Scorecard eine zentral festgelegte Definition und einen maßgeblichen Pfad zu den für die Berechnung verwendeten Daten umfassen, selbst wenn sich die zugrunde liegenden Datensätze über mehrere Systeme erstrecken. Dies erfordert sowohl eine Einigung über Geschäftsdefinitionen als auch deren technische Umsetzung.\u003C/p\u003E\n\u003Ch3\u003EKennzahlen schaffen eigene Anreize\u003C/h3\u003E\n\u003Cp\u003ESobald eine Kennzahl einen Zielwert hat, haben Mitarbeitende einen Grund, die Zahl zu verbessern. Manchmal verbessert sich die Zahl, während das zugrunde liegende Ziel dies nicht tut. Ein:e Mitarbeiter:in eines Serviceteams, der:die nur an der durchschnittlichen Bearbeitungszeit gemessen wird, hat beispielsweise einen Anreiz, Anrufe schnell zu beenden, selbst wenn das Problem der Kund:innen ungelöst bleibt. Die Kombination einer Effizienzmetrik mit einer Qualitäts- oder Ergebnismetrik gibt Führungskräften einen besseren Überblick über den Zielkonflikt.\u003C/p\u003E\n\u003Cp\u003EAuch die Strategy Map selbst verdient eine genaue Prüfung. Wenn das Unternehmen vorhersagt, dass zusätzliche Schulungen die Erstlösungsquote verbessern werden, was die Zufriedenheit und wiederum die Kundenbindung verbessern wird, bietet die Scorecard eine Gelegenheit zu prüfen, ob diese Beziehungen in den Daten erscheinen. Wenn dies nicht der Fall ist, muss die Strategie – oder das Messdesign – noch einmal überdacht werden.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"callout_why-balanced-scorecards-stall-the-definition-problem_0":{"id":"text-6e07d9c7f8","additionalClasses":"callout callout--warning","text":"\u003Cp\u003E\u003Cstrong\u003EHÄUFIGER FALLSTRICK\u003C/strong\u003E\u003C/p\u003E\n\u003Cp\u003EEin häufiger Fehler ist die Verwendung desselben Metriknamens auf mehreren Ebenen, ohne die zugrunde liegende Definition zu überprüfen. Wenn „Kundenbindung“ oder „Umsatz“ in verschiedenen Teams unterschiedlich berechnet wird, scheinen die Kennzahlen möglicherweise übereinzustimmen, während das Roll-up eine andere Geschichte erzählt.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-regular text-color-text-05"},"title_what-a-balanced-scorecard-needs-from-the-data-layer-underneath-it":{"id":"title-v2-1c4ed7a52b","additionalClasses":"anchor-title anchor-title--what-a-balanced-scorecard-needs-from-the-data-layer-underneath-it","type":"heading2","lines":["Was eine Balanced Scorecard von der darunterliegenden Datenschicht benötigt"],":type":"snowflake-site/components/title-v2"},"text_what-a-balanced-scorecard-needs-from-the-data-layer-underneath-it_0":{"id":"text-3fbad5b4f7","text":"\u003Cp\u003ESobald eine Scorecard mehrere Systeme, Teams und Reporting-Tools abdeckt, hat das Messdesign eigene technische Anforderungen. Die Behandlung der Scorecard als Datenprodukt hilft, diese Anforderungen explizit zu machen.\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cstrong\u003EZentral festgelegte Metrikdefinitionen:\u003C/strong\u003E Speichern Sie die Formel, Aggregationsregeln, Joins und relevante Geschäftslogik in einem wiederverwendbaren semantischen Modell, einer Semantic View oder einer vergleichbaren Schicht mit zentraler Governance. Dashboards, Berichte und analytische Schnittstellen sollten auf diese gemeinsame Logik verweisen, anstatt Berechnungen unabhängig voneinander zu reproduzieren.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EÄnderungshistorie für Definitionen:\u003C/strong\u003E Erfassen Sie Änderungen an der Kennzahl und ihrer Logik, idealerweise durch versionierte Definitionen. Während einer Strategieüberprüfung sollten Teams in der Lage sein, eine echte Performance-Änderung von einer Änderung der Berechnung zu unterscheiden.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EEine benannte verantwortliche Person:\u003C/strong\u003E Geben Sie jeder Kennzahl eine verantwortliche Person, die ihre Geschäftsdefinition verantwortet und Änderungen koordiniert. Teamverantwortung allein lässt oft unklar, wer eine neue Ausschluss-, Filter- oder Berechnungsregel genehmigt.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EEin angemessener Aktualisierungsrhythmus:\u003C/strong\u003E Richten Sie Datenaktualisierungen danach aus, wie schnell der Indikator voraussichtlich nützliche Informationen liefert. Eine monatliche Strategieüberprüfung erfordert nicht jede Kennzahl in Echtzeit, während ein Frühindikator, der aufkommende betriebliche Probleme aufdecken soll, genug Aktualität benötigt, um diese Aufgabe zu erfüllen.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EDatenherkunft (Data Lineage) bis zur Quelle:\u003C/strong\u003E Bewahren Sie einen Pfad von der Scorecard-Zahl über ihre Transformationen und Berechnungen bis hin zu den zugrunde liegenden Daten auf. Wenn ein Wert falsch aussieht, benötigen Analyst:innen und Controller:innen eine praktische Möglichkeit, um zu untersuchen, woher er stammt.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003EEine Möglichkeit, Folgefragen zu untersuchen:\u003C/strong\u003E Eine Kennzahl auf oberster Ebene eröffnet in der Regel die Diskussion. Wenn die Kundenbindung sinkt, betreffen die nächsten Fragen Region, Segment, Produkt, Kohorte oder einen anderen beitragenden Faktor. Analytische Schnittstellen sollten diesen Drilldown unter Verwendung derselben Metrikdefinitionen unterstützen, die die Scorecard erstellt haben.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EFür semantische und dialogbasierte Systeme fügen getestete Referenzabfragen eine weitere nützliche Kontrolle hinzu. Eine Reihe bekannter Fragen und erwarteter Berechnungen bietet Teams eine Möglichkeit zu überprüfen, ob Änderungen am semantischen Modell weiterhin die beabsichtigten Ergebnisse liefern. In Systemen, die verifizierte Abfragen unterstützen, bieten diese Beispiele auch zusätzlichen Kontext für die Übersetzung von Geschäftsfragen in die korrekte analytische Logik.\u003C/p\u003E\n\u003Cp\u003EDiese Kontrollen unterstützen ein umfassenderes Ziel: Die in der Scorecard angezeigte Zahl sollte reproduzierbar bleiben. 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Eine Kennzahl wie \u003Cem\u003ENettoumsatz, Kundenbindung\u003C/em\u003E oder \u003Cem\u003EServicekosten\u003C/em\u003E kann ihre Geschäftsdefinition zusammen mit den zu ihrer Berechnung verwendeten Daten enthalten, wobei nachgelagerten Konsument:innen eine konsistente Aggregationsmethode zur Verfügung steht.\u003C/p\u003E\n\u003Cp\u003EFür Folgeanalysen verwendet \u003Ca href=\"https://www.snowflake.com/en/developers/guides/getting-started-with-cortex-analyst/\"\u003ECortex Analyst\u003C/a\u003E Semantic Views, um natürlichsprachliche Fragen in SQL für strukturierte Daten zu übersetzen. Ein:e Strategieleiter:in, der:die beispielsweise die Kundenbindung überprüft, könnte von der Kennzahl auf oberster Ebene zu Fragen über Region oder Produkt übergehen und dabei weiterhin die in der Semantic View codierten Metrikdefinitionen verwenden. 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Diese Grundlage sorgt dafür, dass sich die Strategieüberprüfung darauf konzentriert, was die Kennzahlen über die Performance aussagen – und ob sich die Beziehungen in der Strategie tatsächlich wie erwartet entwickeln.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_turning-strategy-into-measurable-performance":{"id":"title-v2-02abdc6424","additionalClasses":"anchor-title anchor-title--turning-strategy-into-measurable-performance","type":"heading2","lines":["Strategie in messbare Performance umwandeln"],":type":"snowflake-site/components/title-v2"},"text_turning-strategy-into-measurable-performance_0":{"id":"text-8cdb7b7cca","text":"\u003Cp\u003EEine Balanced Scorecard ist am nützlichsten, wenn sie Führungskräften eine disziplinierte Möglichkeit bietet, zu testen, wie die Strategie im gesamten Unternehmen umgesetzt wird. 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