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Data-Driven Live-Marketing: Wie Digitale Doppelgänger Die Eventplanung Revolutionieren
Paperback
ISBN13: 9783658520618
Publisher: Springer Gabler
Published: Jun 27 2026
Pages: 125
Weight: 0.39
Height: 0.30 Width: 5.83 Depth: 8.27
Language: German
Digitale Kommunikation steht unter Druck, Aufmerksamkeit wird knapper - deshalb gewinnen Live-Events enorm an Bedeutung. Doch erfolgreiche Events entstehen heute nicht mehr durch Bauchgefühl oder rückblickende Analysen. Sie entstehen vorab, und zwar durch Simulation. Colja Dams zeigt den Weg vom reaktiven Post-Data-Denken hin zur gestaltenden Antizipation durch Pre-Data. Digitale Doppelgänger verändern die Planung von Events grundlegend: Sie ermöglichen es, Wirkung schon vor dem Event zu simulieren, Barrieren sichtbar zu machen und Entscheidungen sicherer zu treffen. Nicht als Ersatz für Kreativität, sondern als ihr Fundament. Statt statischer Personas wird ein verhaltensbasiertes Simulationsmodell genutzt, das abbildet, wie Menschen tatsächlich entscheiden. Die Methode verbindet Motivationspsychologie, Verhaltenswissenschaft und empirische Eventpraxis zu einem neuen Planungsansatz.
Dieses Buch ist ein Leitfaden für eine Data Culture, in der die Konzeptionsphase zum stärksten Hebel für erfolgreiche Live-Kommunikation wird und Wirkung bewusst gestaltet werden kann. Es richtet sich an Entscheider*innen, Strateg*innen, Eventmanager*innen, Marketingverantwortliche sowie Studierende und Forschende, die datengetriebene Live-Kommunikation effizienter, wirksamer, vorausschauender und verantwortungsvoll gestalten wollen.
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