Automatisierte Messung von Kundenpräferenzen

Wie man mit User-generated Content automatisiert Präferenzen messen kann. (Und wann nicht.)

An vielen Stellen im Netz hinterlassen Kunden (teilweise sehr ausführliche) Kundenbewertungen in Form von Texten. Im Rahmen des Vortrags wird vorgestellt, wie und wann man diese Informationen nutzen kann, um automatisiert Kundenpräferenzen zu messen. So können herkömmliche Marktforschungsinstrumente (z.B. die Conjoint-Analyse) in der Zukunft vielleicht ersetzt werden.

Martin Klarmann

Prof. Dr. Martin Klarmann

Karlsruhe Institute of Technology (KIT)
Martin Klarmann is currently Professor of Marketing at the Karlsruhe Institute of Technology (KIT). He is head of the Marketing & Sales Research Group and co-director of the Institute of Information Systems and Marketing (IISM). Before, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau. After studying Business Administration in Hamburg, Lyon, and Mannheim, Martin Klarmann obtained his doctoral degree in Marketing at the University of Mannheim, where he also worked as an Assistant Professor of Empirical Research Methods. Martin Klarmann’s research focuses on a marketing methods, marketing strategy, and sales management. His research has been published in several leading journals of the field, including the Journal of Marketing and the Journal of Marketing Research. He has received several awards for his research.
Martin Klarmann

Prof. Dr. Martin Klarmann

Karlsruhe Institute of Technology (KIT)
Martin Klarmann is currently Professor of Marketing at the Karlsruhe Institute of Technology (KIT). He is head of the Marketing & Sales Research Group and co-director of the Institute of Information Systems and Marketing (IISM). Before, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau. After studying Business Administration in Hamburg, Lyon, and Mannheim, Martin Klarmann obtained his doctoral degree in Marketing at the University of Mannheim, where he also worked as an Assistant Professor of Empirical Research Methods. Martin Klarmann’s research focuses on a marketing methods, marketing strategy, and sales management. His research has been published in several leading journals of the field, including the Journal of Marketing and the Journal of Marketing Research. He has received several awards for his research.

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