{"id":648414,"date":"2022-02-01T13:55:04","date_gmt":"2022-02-01T13:55:04","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=648414"},"modified":"2025-03-05T06:07:42","modified_gmt":"2025-03-05T06:07:42","slug":"rethinking-brand-strategy-with-technology-and-data","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/de-de\/insights\/research\/rethinking-brand-strategy-with-technology-and-data\/","title":{"rendered":"Mit Technologie und Daten die Markenstrategie \u00fcberdenken"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-invent.svg\" alt=\"capgemini-invent\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Mit Technologie und Daten die Markenstrategie \u00fcberdenken<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/CMO_Brand-Strategy-POV_2021.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><span>Download Report<\/span><span class=\"type\">4 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/de-de\/insights\/research\/rethinking-brand-strategy-with-technology-and-data\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/de-de\/insights\/research\/rethinking-brand-strategy-with-technology-and-data\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Verbesserung der Markenstrategie und -umsetzung durch Daten und Technologie<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-der-bedarf-an-dateneinsichten\">Der Bedarf an Dateneinsichten<\/h3>\n\n\n\n<p>Mehrere Gr\u00fcnde haben dazu gef\u00fchrt, dass Datenkenntnisse in der Markenkommunikation in den Vordergrund ger\u00fcckt sind. Erstens hat sich die Zahl der digitalen Nutzer, die regelm\u00e4\u00dfig den Online-Raum betreten, vergr\u00f6\u00dfert. Zweitens hat sich die Zeit, die online mit den ausgel\u00f6sten Interaktionen verbracht wird, erh\u00f6ht. Neben dieser digitalen Nutzerperspektive hat auch die Entwicklung von Technologien und die Bereitschaft, diese zu nutzen, zugenommen, was eine bessere CX und Nachverfolgung erm\u00f6glicht und das Volumen der gesammelten Daten in die H\u00f6he treibt. Au\u00dferdem hat sich die F\u00e4higkeit, aus komplexen Datens\u00e4tzen verwertbare Erkenntnisse zu gewinnen, dank KI und maschinellem Lernen beschleunigt.<\/p>\n\n\n\n<p>Dies schafft eine Dynamik, da die Menschen den Vorteil sehen, ihre Daten preiszugeben, sobald sie das Gef\u00fchl haben, dass sie &#8220;geh\u00f6rt&#8221; werden, dass sie verstanden werden, wenn sie mit Inhalten und Angeboten angesprochen werden, und dass ihr Datenschutz und ihre Pr\u00e4ferenzen respektiert werden. Unternehmen, die in der Lage sind, diese Daten selbst zu erfassen, sind in einer guten Position, um die Auswirkungen des Auslaufens der Cookies von Drittanbietern auszugleichen. Laut unserem j\u00fcngsten CRI-Bericht &#8211;<a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/a-new-playbook-for-chief-marketing-officers\/\"> A New Playbook for CMOs<\/a> &#8211; gibt es mehrere Anwendungsf\u00e4lle f\u00fcr datengesteuerte Entscheidungsfindung in der Markenstrategie, einschlie\u00dflich der Positionierung der Marke, der Identifizierung von Zielsegmenten und der Verbesserung von Markenerlebnissen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-mit-technologie-und-daten-die-markenstrategie-uberdenken\">Mit Technologie und Daten die Markenstrategie \u00fcberdenken<\/h3>\n\n\n\n<p>In diesem Opinion Paper untersuchen wir, welche Art von Daten die Unternehmen sammeln &#8211; und warum. Wir bieten unsere Sichtweise zum Aufbau einer datengesteuerten Markenstrategie und stellen Anwendungsbeispiele aus der Konsumg\u00fcterindustrie vor. Und wir stellen fest, dass mit mehr digital qualifizierten Mitarbeitern am Arbeitsplatz die Voraussetzungen daf\u00fcr geschaffen sind, dass Unternehmen Daten und Analysen nutzen k\u00f6nnen, um ihre Marketingaktivit\u00e4ten neu zu konzipieren.<\/p>\n\n\n\n<p>Wir betrachten die entscheidende Rolle von Daten bei der Entwicklung und Operationalisierung von Markenstrategien mit einer Kombination aus Markentaktiken und -aktivit\u00e4ten sowie tiefem Kundenwissen. Wir er\u00f6rtern, wie reichhaltige Qualit\u00e4tsdaten und fortschrittliche Analysen dazu beitragen k\u00f6nnen, durchdachte Markenstrategien zu gestalten, bereitzustellen, zu kontrollieren und zu optimieren.<\/p>\n\n\n\n<p>Laden Sie das Dokument herunter, um mehr zu erfahren.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/12\/Jerome.jpg?w=300\" alt=\"\" class=\"wp-image-666778\"\/><\/figure>\n\n\n\n<p>Dr. Jerome Honerkamp ist Strategie- und Marketingexperte bei Capgemini Invent und verf\u00fcgt \u00fcber mehr als 11 Jahre Erfahrung in der Beratung, der Konsumg\u00fcterindustrie und der Wissenschaft. Als Berater, Marketing Director und CDO hat er bereits gro\u00dfe internationale Marketing- und Vertriebstransformationen erfolgreich begleitet.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Several reasons have brought data insights in brand communications to the fore. First, the digital user base entering the online space more<\/p>\n","protected":false},"author":35,"featured_media":767704,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"4b5ecd0f-7f38-466b-9096-8546f31f8c1b\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"90c55f88-10b4-481f-9bfa-6cd37e82bf4d\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":261,"primary_term":"Customer experience","featured_focal_points":""},"tags":[],"research-and-insight-type":[85],"theme":[261],"brand":[220],"service":[45],"industry":[],"partners":[],"content-group":[],"class_list":["post-648414","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-customer-first","brand-capgemini-invent","service-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mit Technologie und Daten die Markenstrategie \u00fcberdenken | Research &amp; insight | Capgemini Invent<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/de-de\/insights\/research\/rethinking-brand-strategy-with-technology-and-data\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mit Technologie und Daten die Markenstrategie \u00fcberdenken | Research &amp; insight | Capgemini Invent\" \/>\n<meta property=\"og:description\" content=\"Several reasons have brought data insights in brand communications to the fore. 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