{"id":29365,"date":"2019-07-16T16:05:03","date_gmt":"2019-07-16T14:05:03","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=29365"},"modified":"2021-03-29T23:55:29","modified_gmt":"2021-03-29T21:55:29","slug":"neuer-fachartikel-im-research-results-magazin-4-2019","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/neuer-fachartikel-im-research-results-magazin-4-2019\/","title":{"rendered":"Neuer Fachartikel im Research &amp; Results Magazin 4\/2019"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_single_image image=&#8220;29367&#8243; img_size=&#8220;large&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.research-results.de\/fachartikel\/2019\/ausgabe-4\/bedeutung-menschlicher-sinne-fuer-die-auswertung-von-online-kampagnen.html&#8220;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text]<\/p>\n<h1>Bedeutung menschlicher Sinne f\u00fcr die Auswertung von Online-Kampagnen<\/h1>\n<p>&nbsp;<\/p>\n<p>Viele Kampagnen bleiben hinter ihren Erwartungen zur\u00fcck, denn die Rezeption einer Kreation ist viel komplexer als die Tatsache, ob die Anzeige angeklickt wird oder nicht. In der neuen Ausgabe der <span class=\"removed_link\" title=\"https:\/\/www.research-results.de\/fachartikel\/2019\/ausgabe-4\/bedeutung-menschlicher-sinne-fuer-die-auswertung-von-online-kampagnen.html\">Research&amp;Results 4\/2019<\/span> analysierte <a href=\"https:\/\/www.eye-square.com\/en\/katharina-mueller\/\">Katharina M\u00fcller<\/a> (Team Lead Communication &amp; Organization, eye square) die Entwicklung der Online-Anzeigen-Rezeption aus der Meta-Perspektive:<\/p>\n<p>&#8222;Die Zunahme der digitalen Spuren, die die User hinterlassen, erm\u00f6glichen Werbetreibenden zwar immer detailliertere Profile der Zielgruppen zu erstellen. Doch die daraus resultierende immer feiner graduierte Ansprache auf immer mehr Kan\u00e4len f\u00fchrte bei einem Teil der Menschen zu dem Gef\u00fchl einer \u00fcberm\u00e4\u00dfigen digitalen Zudringlichkeit. Als Reaktion darauf erreichen die Botschaften einen Teil der Menschen gar nicht mehr, da sie automatische menschliche Filter nicht mehr durchdringen. Der Glaube an die Wirksamkeit des Digitalen hat sich in das Gegenteil verkehrt.&#8220; &#8211; so Katharina M\u00fcller.<\/p>\n<p>Es ist also problematisch, sich bei der Analyse von Online-Kampagnen ausschlie\u00dflich auf die Auswertung der Daten und Methoden aus der analogen Welt zu verlassen. Bei dieser Strategie l\u00e4uft man Gefahr, das Potenzial der Kampagne nicht voll auszusch\u00f6pfen und die Gr\u00fcnde f\u00fcr eine schlechtere Performance nie herauszufinden.<\/p>\n<p>Den gesamten Artikel gibt es <span class=\"removed_link\" title=\"https:\/\/www.research-results.de\/fachartikel\/2019\/ausgabe-4\/bedeutung-menschlicher-sinne-fuer-die-auswertung-von-online-kampagnen.html\">hier online<\/span> zu lesen.[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][vc_single_image image=&#8220;29403&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.research-results.de\/fachartikel\/2019\/ausgabe-4\/bedeutung-menschlicher-sinne-fuer-die-auswertung-von-online-kampagnen.html&#8220;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_single_image image=&#8220;29367&#8243; img_size=&#8220;large&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.research-results.de\/fachartikel\/2019\/ausgabe-4\/bedeutung-menschlicher-sinne-fuer-die-auswertung-von-online-kampagnen.html&#8220;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text] Bedeutung menschlicher Sinne f\u00fcr die Auswertung von Online-Kampagnen &nbsp; Viele Kampagnen bleiben hinter ihren Erwartungen zur\u00fcck, denn die Rezeption einer Kreation ist&#8230;<\/p>\n","protected":false},"author":21,"featured_media":29399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[342,204,1],"tags":[],"class_list":["post-29365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-342","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Menschliche Sinne &amp; Auswertung von Online-Kampagnen | eye square<\/title>\n<meta name=\"description\" content=\"In der neuen Ausgabe der Research&amp;Results analysiert Katharina M\u00fcller die Entwicklung der Online-Ad-Rezeption aus der Meta-Perspektive. 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