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[...e.target.classList];\r\nconsole.log(targetClassesArr);\r\nif (targetClassesArr.includes('share-icon--linkedin')) {\r\nconst shareURL = `https://www.linkedin.com/sharing/share-offsite/?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--facebook')) {\r\nconst shareURL = `http://www.facebook.com/sharer/sharer.php?u=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--twitter')) {\r\nconst shareURL = `https://twitter.com/intent/tweet?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--email')) {\r\nconst shareURL = `mailto:?subject=Check out this news from Snowflake&body=${pageURL}`;\r\nwindow.open(shareURL);\r\n}\r\n\r\n\r\n\r\n\r\n\r\n});","isGSAPEnabled":false,":type":"snowflake-site/components/markup-editor"}},":itemsOrder":["markup_editor"]}},":itemsOrder":["container_949147658"]},"cq:LiveSyncConfig":{"cq:isDeep":true,"cq:rolloutConfigs":[],"cq:master":"/content/experience-fragments/snowflake-site/language-masters/de/site/share-icons/share-icons",":type":"cq:LiveCopy"}},":itemsOrder":["root","cq:LiveSyncConfig"],"appliedCssClassNames":"snowflake-responsive-component-top-padding-extra-small"}},":itemsOrder":["text","experiencefragment"]},"flexible_column_content_container_2":{"layout":"SIMPLE","id":"fundamentals-main-content",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-large",":items":{"container":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"overview",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-da27560351","type":"heading2","lines":["Übersicht"],":type":"snowflake-site/components/title-v2"},"text":{"id":"text-56c8b07b5a","text":"\u003Cp\u003EKundensegmentierung ist entscheidend für effektive moderne \u003Ca href=\"https://www.snowflake.com/de/solutions/departments/marketing/\"\u003EMarketingstrategien\u003C/a\u003E, die Unternehmen dabei helfen, ihre Marketingbemühungen gezielter zu gestalten, indem sie Verhaltensmuster der Kundschaft besser verstehen. Durch Kundensegmentierung können Unternehmen ihre Marketingaktivitäten einfacher personalisieren, ohne einen separaten Marketingplan für jede Kundin und jeden Kunden erstellen zu müssen. Dies kann letztlich zu einer besseren Erfahrung für alle führen und gleichzeitig den Gesamt-ROI des Unternehmens verbessern.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text"]},"container_copy":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"what",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-6bb9e2af47","additionalClasses":"headline-decoration","type":"heading2","lines":["Was ist Kundensegmentierung?"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-e67910257a","additionalClasses":"list--blue-bullets","text":"\u003Cp\u003EWie der Name schon sagt, ist Kundensegmentierung ein Prozess, bei dem Kund:innen eines Unternehmens in natürlichen Sammlungen zusammengefasst werden, basierend auf wichtigen Merkmalen, die für das Unternehmen relevant sind. Ziel der Kundensegmentierung ist es, Ihnen ein besseres Verständnis dafür zu vermitteln, was Kundengruppen wichtig ist, wie sie sich verhalten und was sie gemeinsam haben.\u003C/p\u003E\n\u003Cp\u003EIn vielen Unternehmen (insbesondere im Business-to-Business-Betrieb oder B2B) werden diese Kundensegmente als Personas bezeichnet. Eine Persona definiert einen einzelnen prototypischen Kunden (oder Kundin) im Detail, der ein typisches Mitglied des Segments wäre. Diese Persona, die vielleicht sogar einen eigenen Namen erhält, wie Lisa oder Stefan, kann eine Berufsbezeichnung, ein Alter, jahrelange Erfahrung, berufliche Aufgaben, Motivationen, geschäftliche Herausforderungen und Schlüsselkompetenzen umfassen. Marketingteams schneiden individuelle Botschaften auf jede Persona zu. \u003C/p\u003E\n\u003Cp\u003EOb B2B oder B2C (Business to Consumer), alle Bemühungen zur Kundensegmentierung werden genutzt, um Marketingexpert:innen bei der Entscheidungsfindung zu helfen, wo sie Marketing-Dollar investieren sollen und wie sie diese segmentierten Kund:innen am besten erreichen können.\u003C/p\u003E\n\u003Cp\u003EEin Autohaus könnte beispielsweise seine Kund:innen (und potenziellen Kund:innen) nach Geschlecht, Alter, Einkommen und Familiengröße segmentieren, da ein 45-jähriger Elternteil von drei Kindern wahrscheinlich andere Fahrzeuganforderungen hat als 21-jährige Studierende. Die spezifischen Merkmale jeder dieser Gruppen helfen dem Händler herauszufinden, wo er Werbung schalten soll, welche Arten von Werbung er schalten soll und welche Arten von Fahrzeugen er bewerben soll.\u003C/p\u003E\n\u003Cp\u003EUnabhängig von der Art des Geschäfts ist die Kundensegmentierung zu einem wichtigen Bestandteil moderner, \u003Ca href=\"https://www.snowflake.com/de/fundamentals/customer-data-platform/\"\u003Edatengestützter Marketingmaßnahmen\u003C/a\u003E geworden.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_":{"columnClassNames":{"container_copy_copy__987904085":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__373061683":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__1444615495":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__1985496925":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy_":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy_259718203":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"rel",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"container_copy_copy":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"a",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-b37d57c6c0","additionalClasses":"headline-decoration","type":"heading2","lines":["Warum Kundensegmentierung?"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-f0fa5a8ab0","additionalClasses":"list--blue-bullets","text":"\u003Cp\u003EDie Kundensegmentierung bietet Unternehmen Vorteile im Marketing gegenüber stumpferen, ungezielteren Methoden, verbessert die Personalisierung (und damit die Kundenzufriedenheit), steigert die Konversionsraten, steigert die Kundentreue und maximiert den Marketing-ROI. Die Kundensegmentierung kann Ihnen in vielerlei Hinsicht helfen:\u003Cbr\u003E\n \u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003EMit Kundensegmentierung können Sie Ihre Marketingbotschaften optimieren, indem Sie mit jedem Segment auf die Weise kommunizieren, die es bevorzugt und die größte Wirkung hat. Jüngere Kund:innen bevorzugen beispielsweise lustige TikTok-Clips, ältere Kund:innen hingegen faktengestützten Print oder direkte E-Mails.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003ESegmentierung spart Ihre Marketingausgaben, da ein kleinerer Pool von Empfänger:innen gezielte Botschaften erhalten kann, anstatt sie mit einem breiten „Shotgun“-Ansatz zu verfolgen.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003EKundensegmentierung eröffnet oft Kommunikation, um besseres Feedback von Kund:innen zu ermöglichen, da sich diese Kund:innen vielleicht höher geschätzt fühlen und ihre Meinung ernst genommen wird. Diese Art von Feedback kann die Art und Weise verbessern, wie Sie neue Produkte und Services entwickeln oder aktualisieren.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003ETestmärkte lassen sich mit einem kleineren, segmentierten Kundenstamm leichter erschließen. Wenn ein Produkt mit einem Segment erfolgreich ist, kann es auf weitere ausgerollt werden. Ebenso lassen sich gezielte Upselling-Möglichkeiten innerhalb einer segmentierten Gruppe oft leichter schließen als in Massen.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003EDurch Kundensegmentierung können Sie den ROI des Unternehmens maximieren, indem Sie jede Kundengruppe mit den rentabelsten Produkten ansprechen, die ihren Wünschen und Bedürfnissen entsprechen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EBei der Kundensegmentierung geht es letztlich darum, \u003Ca href=\"https://www.snowflake.com/de/fundamentals/how-audience-analysis-powers-effective-targeting/\"\u003EIhre Kund:innen\u003C/a\u003E und deren Bedürfnisse besser kennenzulernen. Umgekehrt ist das Versäumnis, Ihren Kundenstamm zu segmentieren, oder eine schlechte Segmentierung ein Rezept für verschwendete Ressourcen und verpasste Chancen.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"use",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-98ac10ae5e","additionalClasses":"headline-decoration","type":"heading2","lines":["Arten der Kundensegmentierung"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-a8f14c7199","text":"\u003Cp\u003EKundensegmente können durch die Verwendung unzähliger Variablen und Merkmale erstellt werden, aber die meisten Unternehmen werden einige der beliebtesten Arten von Kundensegmentierungsmodellen als die hilfreichsten empfinden. Dazu gehören:\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EDemografische Segmentierung\u003C/h4\u003E\n\u003Cp\u003EEine der grundlegendsten Arten von Kundensegmenten ist die Demografie, insbesondere in verbraucherorientierten Unternehmen. Je nach Art des verkauften Produkts oder der Dienstleistung können Segmente anhand von Alter, Geschlecht, ethnischer Herkunft, Religion, Familienstand, Einkommensniveau und ähnlichen Daten erstellt werden, die definieren, wer eine Person ist.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EGeografische Segmentierung\u003C/h4\u003E\n\u003Cp\u003EEs ist sehr üblich und oft sehr vorteilhaft, Kund:innen anhand ihres Aufenthaltsorts, ihrer Arbeit oder ihrer häufigen Reisen zu segmentieren. Für \u003Ca href=\"https://www.snowflake.com/de/solutions/industries/retail-consumer-goods/\"\u003EHandelsgeschäfte\u003C/a\u003E, die auf Besucherfrequenz angewiesen sind, ist eine geografische Segmentierung oft entscheidend, da Marketingmaßnahmen die größte Wirkung auf Kund:innen haben, die in einem bestimmten Radius des physischen Standorts wohnen. Online-Händler können auch einen großen Wert bei der Segmentierung von Kund:innen und Interessent:innen nach Stadt, Kreis, Bundesland oder Land ihres Wohnsitzes finden.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EPsychografische Segmentierung\u003C/h4\u003E\n\u003Cp\u003EPsychografie bezieht sich auf Demografie, aber sie geht auf die Werte, Interessen und den Lebensstil der Kundschaft ein – Dinge, die die Kund:innen denken und nicht, wer sie sind. Politische Überzeugungen sind ebenfalls ein starkes und weit verbreitetes psychografisches Detail. Diese Informationen können auf natürliche Weise schwieriger zugänglich sein und werden in der Regel über Fokusgruppen, Umfragen und Online-Aktivitätsanalysen durch Dinge wie „Likes“ in sozialen Medien und Cookie-Tracking generiert.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EVerhaltenssegmentierung\u003C/h4\u003E\n\u003Cp\u003EHier gehen wir darüber hinaus, wer Kund:innen sind und was sie denken. Stattdessen geht es darum, wie sie sich tatsächlich verhalten. Wie wahrscheinlich ist es, dass Kund:innen ihren Einkauf abbrechen? Wie wahrscheinlich ist es, dass sie ein Produkt, das sie gekauft haben, zurückgeben? Wie weit reisen sie, um einen Rabatt zu erhalten? Wie nutzen sie Ihr Produkt und welche Funktionen gefallen ihnen am besten? Indem wir uns mit diesen Verhaltensdetails befassen, erhalten wir riesige Mengen an Informationen, die künftige Produktentwicklungs- und Marketingtaktiken unterstützen.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy__1444615495":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"segment",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-473d094c1a","additionalClasses":"headline-decoration","type":"heading2","lines":["Entwicklung einer effektiven Kundensegmentierungsstrategie"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-8e84adece0","text":"\u003Cp\u003E\u003Cbr\u003E\nSind Sie bereit für die Segmentierung Ihrer Kund:innen? Im Folgenden stellen wir Ihnen die wichtigsten Schritte vor, um Sie auf den Weg zu einem erfolgreichen Segmentierungsplan zu bringen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E1. Relevante Daten erfassen\u003C/h4\u003E\n\u003Cp\u003EUm Kund:innen gut genug zu verstehen, um sie segmentieren zu können, brauchen Sie zunächst Daten über sie. Es gibt jedoch nicht die eine Möglichkeit, Kundendaten zu sammeln, und der Prozess hängt von der Art der Daten ab, die Sie erfassen. Einige Daten lassen sich spontan ableiten oder abschätzen, z. B. Alter und Geschlecht, während persönlichere Details wie Einkommen oder Bildungsstand entweder eine direkte Befragung der Kundschaft erfordern oder sich auf Datenbanken Dritter stützen müssen, die diese Informationen auf andere Weise erfasst haben. Techniken für das sogenannte Social Listening, bei denen Online-Unterhaltungen erfasst und analysiert werden, helfen dabei, Meinungen und Stimmungen der Kund:innen zu öffentlichen Themen und/oder Ihren Produkten zu ermitteln. Geschäftsbewertungen auf Websites wie Yelp können eine Goldgrube für diese Art von Informationen sein. Auf die Sammlung der Daten werden wir später näher eingehen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E2. Sinnvolle Segmente identifizieren\u003C/h4\u003E\n\u003Cp\u003EWie segmentiert man Kundendaten? Die Chancen stehen gut, dass Sie eine Vielzahl von Segmenten für verschiedene Zwecke wollen, aber denken Sie daran, dass ein Kunde oder eine Kundin in mehrere Segmente passen könnte. Vielleicht nutzen Sie ein demografisches Segment, das nur Männer umfasst, die an einer Hochschule ausgebildet sind und 40 Jahre oder älter sind, um eine bestimmte Werbekampagne in einem Männermagazin zu entwickeln. Ein weiteres Segment auf Basis psychografischer Analysen kann jederzeit in einem Online-Forum nach Kund:innen suchen, die sich öffentlich über Ihr Unternehmen beschwert haben. Diese Kund:innen können gezielt zu einer Fokusgruppe eingeladen werden, um zu erfahren, wie Sie Ihre Produkte verbessern können.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E3. Maßgeschneiderte Marketingbotschaften erstellen\u003C/h4\u003E\n\u003Cp\u003EEine der häufigsten Anwendungen für Kundensegmente ist die Erstellung \u003Ca href=\"https://www.snowflake.com/de/blog/retail-cpg-data-fragmentation-personalization/\"\u003Epersonalisierter Marketingerfahrungen\u003C/a\u003E, die speziell für jede Kundengruppe entwickelt wurden. Marketingexpert:innen können die Gesamtheit der ihnen zur Verfügung stehenden Informationen über jedes Segment nehmen und diese Daten nutzen, um Marketingprogramme zu entwickeln, die direkt in der Gruppe ankommen. Anschließend kann das Segment die resultierenden personalisierten Interaktionen und Erfahrungen über den gewählten Medienkanal empfangen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E4. Segmente im Laufe der Zeit testen und optimieren\u003C/h4\u003E\n\u003Cp\u003EPersonalisierte Interaktionen allein sind nicht wertvoll. Sie müssen sie auf Effektivität und Wirkung überprüfen, insbesondere um zu bestimmen, ob die personalisierte Botschaft bessere Ergebnisse liefert als Ihre Standard-Marketingbotschaften. Durch die Nachverfolgung der Ergebnisse unmittelbar nach dem Senden jeder Nachricht kann das Unternehmen sowohl das Segment als auch die Botschaft kontinuierlich optimieren. Marketing-Analytics-Tools können von unschätzbarem Wert sein, um die Performance der einzelnen Kampagnen zu verfolgen und nützliche Erkenntnisse über die Einstellungen und das Verhalten der Kundschaft zu liefern.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_259718203":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"how",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-bc37eb63bc","additionalClasses":"headline-decoration","type":"heading2","lines":["Datenerfassung für Kundensegmentierung"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-0e3276384e","text":"\u003Cp\u003EKundendaten fallen nicht einfach vom Himmel. Sie müssen auf sinnvolle und bewusste Weise erfasst werden. Das Sammeln von Kundendaten kann eine Herausforderung sein. Für das Sammeln und Speichern von Kundendaten gelten nicht nur verschiedene Gesetze und Einschränkungen, sondern diese Regeln ändern sich ständig und werden immer komplexer – und sie unterscheiden sich von Region zu Region.\u003C/p\u003E\n\u003Cp\u003EHier einige Quellen, mit denen Teams auf sichere Weise hochwertige Kundendaten erhalten können.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003ECRM-Systeme\u003C/h4\u003E\n\u003Cp\u003EDie erste Anlaufstelle für Kundendaten sollte Ihr bestehendes CRM-System sein. Es steckt wahrscheinlich voller Informationen, die Ihre Kund:innen Ihnen über die Jahre freiwillig überlassen haben – ob Ihnen das bewusst ist oder nicht. Natürlich verfügen B2B-Unternehmen mit direktem Vertrieb über aussagekräftigere und tiefgehendere Daten in ihren CRM-Datenbanken als beispielsweise eine Buchhandlung. Doch Unternehmen aller Art besitzen wahrscheinlich Kundendatensätze, die sie als Ausgangspunkt für den Aufbau ihrer Kundensegmente nutzen können.\u003C/p\u003E\n\u003Ch4\u003E\u003Cbr\u003E\nTransaktionsdaten\u003C/h4\u003E\n\u003Cp\u003EJedes Mal, wenn jemand ein Produkt von Ihnen kauft, ist das ein Datenpunkt, den Sie für Ihre Bemühungen um Kundensegmentierung nutzen können. Transaktionsdaten können den Zeitpunkt und den Ort eines Kaufs, den Betrag der Transaktion, den spezifischen Produktmix, der gekauft wurde, die Art und Weise, wie Kund:innen den Kauf bezahlt haben und ob der Kauf mit einer Rückgabe verbunden war, umfassen. All diese Informationen können bei der Optimierung eines Kundensegments nützlich sein.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EWebsite-Analytics\u003C/h4\u003E\n\u003Cp\u003ERichtig konfiguriert erfasst Ihre Website jede Menge Informationen über Kund:innen, die Sie digital besuchen. Diese Art von Daten umfasst ihren Standort, die Browserplattform (z. B. Desktop oder Mobil), die Dauer, die sie auf Ihrer Website verbringen, welche Seiten sie besucht haben und ob ihre Besuche in einen Verkauf umgewandelt werden. Diese Daten können aufschlussreich sein, um Ihre Website zu optimieren oder sogar verschiedene Versionen Ihrer Website für verschiedene Arten von Besucher:innen bereitzustellen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EEinblicke aus sozialen Medien\u003C/h4\u003E\n\u003Cp\u003EKund:innen teilen gerne ihre Gedanken und Meinungen auf verschiedenen Social-Media-Kanälen mit. Sie können diese Kommentare mithilfe von Social-Media-Analysetools zusammenführen, um Segmente von Kund:innen zu entwickeln, die verschiedene Einstellungen zu Ihrem Unternehmen haben. Dann können Sie diese Daten nutzen, um Marketingkampagnen zu entwickeln, die Kund:innen mit positiven, negativen oder neutralen Stimmungen ansprechen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EKundenumfragen und Feedbackformulare\u003C/h4\u003E\n\u003Cp\u003ENatürlich ist es eine wichtige Methode, Kund:innen direkt nach ihren demografischen und psychografischen Daten zu fragen, um sie zu verstehen und Kundensegmente aufzubauen. Wie sich diese Informationen im Laufe der Zeit verändern, kann ebenfalls ein wertvoller Teil Ihrer Segmentierungsstrategie sein.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EDaten von Drittanbietern\u003C/h4\u003E\n\u003Cp\u003EWenn Sie Kundendaten nicht direkt erfassen können, können Sie entsprechende Schritte ergreifen, um sie von Drittanbietern zu kaufen. Beachten Sie jedoch, dass diese Art von Daten aufgrund von Datenschutzbestimmungen mehr Einschränkungen unterliegt als Daten , die Sie selbst erfassen. Diese Daten können auch \u003Ca href=\"https://www.snowflake.com/de/product/features/data-clean-rooms/\"\u003Eteilweise anonymisiert\u003C/a\u003E werden, was Ihnen weniger Klarheit und Details bietet, als eigene Daten bieten können.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy__987904085":{"columnClassNames":{"text_copy_1241045613":"aem-GridColumn aem-GridColumn--default--12","title_v2":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"customer",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-5b7c02a772","additionalClasses":"headline-decoration","type":"heading2","lines":["Häufig gestellte Fragen zu Kundensegmentierung"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text_copy_1241045613":{"id":"text-13917be9c9","text":"\u003Cp\u003EIm Folgenden beantworten wir einige zusätzliche häufig gestellte Fragen zur Kundensegmentierung.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EWas sind die Unterschiede zwischen Kundensegmentierungsstrategien und Marktsegmentierung?\u003C/h4\u003E\n\u003Cp\u003EObwohl sie eng miteinander verknüpft sind, handelt es sich bei der Kundensegmentierung und der Marktsegmentierung um zwei getrennte Disziplinen. Die Kundensegmentierung zielt darauf ab, Einzelpersonen – also tatsächliche Kund:innen – in logische Gruppen einzuteilen. Die Marktsegmentierung hingegen betrachtet umfassend alle potenziellen Kund:innen des Unternehmens. Sie unterteilt diesen breiten Markt in Untergruppen, die Unternehmen dabei helfen, dessen Eigenschaften auf einer übergeordneten Ebene zu verstehen. Vereinfacht gesagt hilft die Marktsegmentierung dabei, potenzielle Kund:innen zu identifizieren, während die Kundensegmentierung dazu beiträgt, bestehende Kund:innen besser zu erreichen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EWas ist ein Beispiel für Kundensegmentierung?\u003C/h4\u003E\n\u003Cp\u003EEin einfaches Beispiel ist ein Schmuckgeschäft. Das Geschäft kann seine Kund:innen nach Geschlecht segmentieren, unter der Prämisse, dass Männer wahrscheinlich im Geschäft nach Geschenken für ihre Liebsten einkaufen, Frauen aber wahrscheinlich für sich selbst einkaufen. Das Geschäft kann dies nutzen, um einen teuren Jubiläumsring für das Segment der Männer zu bewerben und gleichzeitig das Segment der Frauen mit Angeboten für lässigeren Schmuck anzusprechen.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EWie identifizieren Sie wichtige Kundensegmente?\u003C/h4\u003E\n\u003Cp\u003EZwar können Kund:innen auf verschiedenste Weise segmentiert werden, doch die Bestimmung, welche dieser Segmente sinnvoll sind, ist die größere Herausforderung. Die Identifizierung relevanter Kundensegmente erfordert eine gewisse Menge an Versuchen und Fehlern. Sobald Unternehmen Segmente erstellen, müssen sie Marketingstrategien entwickeln, die auf jeden von ihnen abgestimmt sind. Nach der Durchführung der Kampagne sollte das Unternehmen Kennzahlen (z. B. Rücklaufquote und Umsatz) erfassen und mit einer Baseline vergleichen. Wenn das Segment stark veränderte Ergebnisse zeigt, ist es eher ein sinnvolles Segment. Mit der Zeit wird sich ein umfassenderes Bild der wichtigsten Segmente für das Unternehmen ergeben, derer mit den wichtigsten Kennzahlen.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text_copy_1241045613"]},"container_copy_copy__1985496925":{"columnClassNames":{"flexible_column_cont":"aem-GridColumn aem-GridColumn--default--12","title_v2":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"data",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-28fd9c66ec","additionalClasses":"headline-decoration","type":"heading2","lines":["Kunden, die Snowflake Data Clean Rooms nutzen"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"flexible_column_cont":{"id":"flexible-column-container-6c8bbde3eb","type":"2-column-even","alignColumns":"match-height","containerMaxWidth":"extra-large","topPadding":"extra-small","bottomPadding":"small","spaceBetween":"small","reverseOnMobile":false,"carouselOnMobile":false,"backgroundImageOption":"none","flexible_column_content_container_1":{"layout":"SIMPLE","id":"container-19323ec351",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-medium",":items":{"card_v2":{"id":"card-v2-7ce202f8e1","configurationStatus":{"configured":true,"message":""},"text":{"id":"text","text":"\u003Cp\u003ETapestry, die Muttergesellschaft der Marken Coach, Kate Spade und Stuart Weitzman, nutzt Snowflake, um nahtloses Data Sharing zu ermöglichen, umfassende Kundeneinblicke zu gewinnen und so die strategische Entscheidungsfindung zu optimieren.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text"},"layoutStyle":"vertical","title":{"id":"title","type":"heading4","lines":["Tapestry entwickelt eigene Customer-Analytics-Plattform auf Snowflake"],":type":"snowflake-site/components/title-v2"},"button":{"id":"button","showOutboundIcon":false,"buttonLink":{"valid":true,"url":"https://www.snowflake.com/de/customers/all-customers/case-study/tapestry/"},"linkTargetContentType":"GENERIC","linkType":"SNOWFLAKE_EXTERNAL",":type":"snowflake-site/components/button","text":"Customer Story lesen"},"image":{"id":"image","lazyEnabled":true,"alt":"tapestry logo",":type":"snowflake-site/components/image"},"type":"content-card",":type":"snowflake-site/components/card-v2"}},":itemsOrder":["card_v2"]},"flexible_column_content_container_2":{"layout":"SIMPLE","id":"container-81c7312861",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-medium",":items":{"card_v2_copy":{"id":"card-v2-e48d39bd5d","configurationStatus":{"configured":true,"message":""},"text":{"id":"text","text":"\u003Cp\u003EMerkle, ein dentsu-Unternehmen, konsolidiert sensible Daten und arbeitet mit Kunden in Snowflake zusammen. 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