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Jede Woche eine neue Folge.","mic",{"id":430,"name":431,"link":432,"description":433,"icon":350,"children":-1},"cmgq8ownnpwx80jt63ht0ruxg","Artikel","https:\u002F\u002Fomr.com\u002Fde\u002Feducation\u002Farticles","Lies spannende und lehrreiche Artikel unserer Fachredakteur*innen zu Online Marketing und Digital-Business",{"id":435,"slug":436,"name":437,"link":438,"description":439,"promo":102,"children":440},"clpi6xmt13jbu0aujf8rysxgz","podcast","Podcasts","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast-overview\u002F","Podcast Portfolio ",[441,447,452,457],{"id":442,"name":443,"link":444,"description":445,"icon":446,"children":-1},"clpi82dp151i50buu8qkn6nuj","OMR Podcast","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast\u002F","Der OMR Podcast mit Philipp Westermeyer über Einblicke und Erfolgsgeheimnisse aus Wirtschaft, Tech und alles rund um Digitalisierung.","headphones",{"id":448,"name":449,"link":450,"description":451,"icon":428,"children":-1},"clpi83dyd5enl0aujpk2hoboj","Podstars by OMR","https:\u002F\u002Fwww.podstars.de\u002Fportfolio","Unser Podcast Portfolio im Überblick",{"id":453,"name":454,"link":455,"description":456,"icon":128,"children":-1},"cmlqpsgxe0oxx07uiufduyxa7","Podcast Vermarktung","https:\u002F\u002Fwww.podstars.de\u002Fwerbung","Erreiche deine Zielgruppe mit Podcastwerbung",{"id":458,"name":459,"link":460,"description":461,"icon":462,"children":-1},"cmlqpsgxe0oxw07uikxdk6k6m","Podcast Produktion","https:\u002F\u002Fwww.podstars.de\u002Fproduktion","Produziere deinen Podcast mit Podstars","mic_vocal",{"id":464,"slug":465,"name":466,"link":467,"description":468,"promo":469,"children":480},"clpi6yequ32t40bugvkn6ko21","jobshr","Jobs & HR","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr","News & Insights aus der Welt der Arbeit",{"__typename":110,"id":470,"image":471,"title":474,"subtitle":475,"cta":476},"cmix6l950myyw07tacxq90vty",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":472,"url":473},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmpp3xq5gmn1o07umjnn3ci0m","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmpp3xq5gmn1o07umjnn3ci0m","Vom 23. - 24. 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",{"__typename":119,"label":477,"url":478,"target":102,"external":479,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Kostenlos anmelden","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fpages\u002Ffuturedays?utm_source=website&utm_medium=jobs&utm_campaign=futurehrdays26&utm_term=navi",true,[481,513],{"id":482,"name":483,"link":467,"description":484,"icon":485,"children":486},"clpi6zeyd34sa0bughepauo1x","Für HR-Manager*innen","Dein Hub für Recruiting, Employer Branding & HR-Expertise.","sparkles",[487,491,495,499,503,506,510],{"id":488,"name":489,"link":490},"cmk2dykasxmqj07taen281070","Job inserieren","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fjobs\u002Fnew",{"id":492,"name":493,"link":494},"cmk2dykasxmqh07tazatfxr2y","OMHR Podcast","https:\u002F\u002Fomhr.podigee.io\u002F",{"id":496,"name":497,"link":498},"cmk2dykarxmqg07ta66zp0vp0","Whitepapers","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fpages\u002Fwhitepapers",{"id":500,"name":501,"link":502},"cmk2dykarxmqf07ta2irdmk77","Blog","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Farticles",{"id":504,"name":505,"link":478},"cmpcla9z5py4808un2l983z9h","Future HR Days | 23. – 24. 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zurück.",{"id":578,"slug":579,"name":580,"link":581,"description":582,"promo":102,"children":583},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[584,589,594,598,602,607],{"id":585,"name":586,"link":581,"description":587,"icon":588,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":590,"name":10,"link":591,"description":592,"icon":593,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":595,"name":85,"link":596,"description":597,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":695,"nextGlossary":699},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":689,"slug":694,"topicPageRedirect":102},"Glossary","clje106n525uf0auizp6t5qhf","Attribution",{"__typename":619,"json":620,"references":688},"GlossaryDescriptionRichText",{"children":621},[622,627,639,643,647,676,680,684],{"type":623,"children":624},"paragraph",[625],{"text":626},"Wenn Handlungen und Verhaltensweisen bestimmte Ursachen zugeschrieben werden, wird das in der Psychologie als Attribution bezeichnet. Übertragen auf das Marketing bedeutet Attribution, dass an einem spezifischen Kunden Berührungspunkte identifiziert werden, denen dieser vor einem Kauf ausgesetzt war. Im Laufe des Prozesses werden diesen sogenannten Touchpoints (Beispiele hierfür wären Online-Preisvergleiche, Klick auf ein Banner, Anschauen eines Fernsehwerbespots) jeweils finanzielle und pragmatische Werte zugeordnet. Diese werden nach Relevanz für die Kaufentscheidung oder den tatsächlichen Kauf systematisiert und es werden finanzielle Zuwendungen zugeordnet.",{"type":623,"children":628},[629,631,637],{"text":630},"Es kann sich gleichsam auch lediglich um eine Evaluierung des Verdienstes verschiedener Berührungspunkte handeln – eine sogenannte ",{"href":632,"type":633,"children":634,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fconversion","link",[635],{"text":636},"Conversion",{"text":638},". Ziel der Attribution im Marketing ist es, herauszufinden, welche Touchpoints in welcher Reihenfolge einen Nutzer in dem Maße beeinflussen, dass es zu einer Conversion kommt. Es kann eine einzelne Überprüfung der Profitabilität der jeweiligen Touchpoints erfolgen, die es möglich macht, das Marketing in Zukunft sinnvoller zu verteilen.",{"type":623,"children":640},[641],{"text":642},"Weiterhin müssen die Verbindungen zwischen einzelnen Touchpoints aufgedeckt werden – die daraus gewonnenen Schlussfolgerungen sollten sinnvoll eingesetzt werden. Durch die technische Weiterentwicklung der letzten Jahre gelingt es, fast jeden der möglichen Touchpoints genau nachzuvollziehen – ein typisches Verfahren ist das Ad Tracking.",{"type":623,"children":644},[645],{"bold":479,"text":646},"Es können drei verschiedene Modelle von Attributionen unterschieden werden:",{"type":648,"children":649},"bulleted-list",[650,660,668],{"type":651,"children":652},"list-item",[653],{"type":654,"children":655},"list-item-child",[656,658],{"bold":479,"text":657},"Single Source Attribution:",{"text":659}," Hierbei wird einem Touchpoint in der Kette der Verdienst zugewiesen, wie beispielsweise dem ersten oder letzten Klick. Jedoch ist festzustellen, dass dieses Modell weniger genau ist, da es die Betrachtung anderer Touchpoints ausschließt.",{"type":651,"children":661},[662],{"type":654,"children":663},[664,666],{"bold":479,"text":665},"Fractional Attribution:",{"text":667}," Dieses Modell wird in weitere drei Einzelkomponenten unterschieden. Das Equal-Weight-Model weist jedem Touchpoint den gleichen Wert zu. Im Customer Credit Model werden Zuweisungen für das Budget durch vorherige Erfahrungen und Schätzungen gemacht. Das Multi-Touch-Model indes verteilt variierende Werte auf alle Touchpoints – das jedoch in einer festgeschriebenen Größe.",{"type":651,"children":669},[670],{"type":654,"children":671},[672,674],{"bold":479,"text":673},"Algorithmic Attribution:",{"text":675}," Hierbei kommen Algorithmen zum Einsatz, die ausgehend vom Kauferlös Mittel an die Touchpoints verteilen, welche diese je nach Relevanz für die Kaufentscheidung verdienen.",{"type":623,"children":677},[678],{"text":679},"Die Auswertung auf Basis dieser Algorithmen findet auf Level der Touchpoints statt und beinhaltet Conversion Paths (Wege zur Conversion) als auch Non-Conversion Paths (Wege, die nicht zur Conversion führen). 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