Zusammenfassung
Um Erfolge zu messen, um Trends, Veränderungen und neue Wünsche der Zielgruppen schon früh zu erkennen und schnell darauf reagieren zu können, greifen Unternehmen offline auf Marktforschung sowie auf die Analyse ihrer im Unternehmen vorhandenen Datenbestände u. a. mit Reporting, Data Mining und Marktbeobachtungen züruck. Online werden meist Klickrates oder Pageimpressions als Maßstab herangezogen.
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Ahlemeyer-Stubbe, A. (2011). Vollautomatisches Predictive Targeting und Modellierung des Realtime-Online-Verhaltens. In: Dialogmarketing Perspektiven 2010/2011. Gabler. https://doi.org/10.1007/978-3-8349-6593-6_11
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