{"id":18815,"date":"2022-10-07T14:02:07","date_gmt":"2022-10-07T12:02:07","guid":{"rendered":"https:\/\/hub.hslu.ch\/ikm\/?p=18815"},"modified":"2026-02-11T14:53:09","modified_gmt":"2026-02-11T13:53:09","slug":"datenkompetenz-fuer-content-success","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/ikm\/2022\/10\/07\/datenkompetenz-fuer-content-success\/","title":{"rendered":"Datenkompetenz f\u00fcr Content Success"},"content":{"rendered":"\n\n\n<p>Insgesamt bewerten die befragten Marketing-Verantwortlichen vier F\u00e4higkeiten am h\u00f6chsten: Neben Datenkompetenz ist es die F\u00e4higkeit, kreativen Content f\u00fcr die verschiedenen Kan\u00e4le zu erstellen. Weiter ist es sehr wichtig, Kommunikationskan\u00e4le gekonnt zu bedienen sowie Kenntnisse \u00fcber die Kundschaft, die Customer Journey und das Unternehmen zu haben.<\/p>\n\n\n\n<p>Wenig \u00fcberraschend: Datenkompetenz wurde an erster Stelle genannt. 83 Prozent erachten Datenkompetenz als sehr wichtig oder zwingend notwendig. Doch wie sieht es mit der eigenen Datenkompetenz aus? Diese liegt auf dem vorletzten Platz. Die H\u00e4lfte der Marketing-Fachkr\u00e4fte sch\u00e4tzt, dass ihre pers\u00f6nliche Datenkompetenz maximal durchschnittlich ist. Daten lesen geht, analysieren auch. Jedoch fehlt es an Wissen, die Daten in den richtigen Kontext zu setzen. Dabei geht es doch im datengetriebenen Marketing genau um den Kontext. Hierf\u00fcr werden die entsprechenden Datenanalyse-Skills ben\u00f6tigt und genau da sehen \u00fcber 50 Prozent der Befragten die gr\u00f6sste Herausforderung. <\/p>\n\n\n\n<p>Downloaden oder lesen Sie hier den ganzen Beitrag:<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Datenkompetenz-fuer-Content-Success.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Einbettung von Datenkompetenz f\u00fcr Content Success.\"><\/object><a id=\"wp-block-file--media-b855a6de-38d1-4267-b650-3cde156a019a\" href=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Datenkompetenz-fuer-Content-Success.pdf\">Datenkompetenz f\u00fcr Content Success<\/a><a href=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Datenkompetenz-fuer-Content-Success.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-b855a6de-38d1-4267-b650-3cde156a019a\">Herunterladen<\/a><\/div>\n\n\n\n<div style=\"background-color:#f2f2f2;color:#32373c\" class=\"wp-block-genesis-blocks-gb-profile-box square gb-has-avatar gb-font-size-18 gb-block-profile gb-profile-columns\"><div class=\"gb-profile-column gb-profile-avatar-wrap\"><div class=\"gb-profile-image-wrap\"><figure class=\"gb-profile-image-square\"><img loading=\"lazy\" decoding=\"async\" width=\"337\" height=\"420\" class=\"gb-profile-avatar wp-image-15468\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Sarah_Seyr_photo.jpg\" alt=\"\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Sarah_Seyr_photo.jpg 337w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Sarah_Seyr_photo-241x300.jpg 241w\" sizes=\"auto, (max-width: 337px) 100vw, 337px\" \/><\/figure><\/div><\/div><div class=\"gb-profile-column gb-profile-content-wrap\"><h2 class=\"gb-profile-name\" style=\"color:#32373c\">Dr. Sarah Seyr<\/h2><p class=\"gb-profile-title\" style=\"color:#32373c\">Autorin<\/p><div class=\"gb-profile-text\"><p>Dozentin f\u00fcr Customer Experience und Human Machine Interaction am Institut f\u00fcr Kommunikation und Marketing IKM an der Hochschule Luzern und Co-Founder von Aivie Marketing Automation.<\/p><\/div><ul class=\"gb-social-links\"><\/ul><\/div><\/div>\n\n\n\n<div style=\"background-color:#f2f2f2;color:#32373c\" class=\"wp-block-genesis-blocks-gb-profile-box square gb-has-avatar gb-font-size-18 gb-block-profile gb-profile-columns\"><div class=\"gb-profile-column gb-profile-avatar-wrap\"><div class=\"gb-profile-image-wrap\"><figure class=\"gb-profile-image-square\"><img loading=\"lazy\" decoding=\"async\" width=\"336\" height=\"420\" class=\"gb-profile-avatar wp-image-18826\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Ursula-Stalder-e1664892921457.jpg\" alt=\"\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Ursula-Stalder-e1664892921457.jpg 336w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Ursula-Stalder-e1664892921457-240x300.jpg 240w\" sizes=\"auto, (max-width: 336px) 100vw, 336px\" \/><\/figure><\/div><\/div><div class=\"gb-profile-column gb-profile-content-wrap\"><h2 class=\"gb-profile-name\" style=\"color:#32373c\">Prof. Ursula Stalder<\/h2><p class=\"gb-profile-title\" style=\"color:#32373c\">Autorin<\/p><div class=\"gb-profile-text\"><p>Dozentin und Leiterin des CAS Content Strategy and Marketing am Institut f\u00fcr Kommunikation und Marketing IKM an der Hochschule Luzern. <\/p><\/div><ul class=\"gb-social-links\"><\/ul><\/div><\/div>\n\n\n<div class=\"blue-box\">\n\t<div class=\"row\">\n\t\t<div class=\"col-md-12\">\n\t\t\t<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/cas\/ikm\/cas-content-strategy-and-marketing\/\" target=\"_blank\" rel=\"noopener\">CAS Content Strategy and Marketing<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/content-strategy\/\" target=\"_blank\" rel=\"noopener\">SAS Content Strategie und Planung<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/transformation-process-in-marketing\/\" target=\"_blank\" rel=\"noopener\">SAS Transformation in Marketing-Organisationen<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/creation-and-distribution-in-content-marketing\/\" target=\"_blank\" rel=\"noopener\">SAS Creation und Distribution<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/marketing-automation\/\" target=\"_blank\" rel=\"noopener\">SAS Marketing Automation<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/data-driven-content-marketing\/\" target=\"_blank\" rel=\"noopener\">SAS Data-driven Content Marketing<\/a><\/p>\n<p>-&gt; <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/weiterbildung\/weiterbildungskurse\/ikm\/growth-funnels\/\" target=\"_blank\" rel=\"noopener\">SAS Growth Marketing<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Passende Weiterbildungsangebote zum Thema<\/h2>\n","protected":false},"excerpt":{"rendered":"<p>Content ist King \u2013 aber nur, wenn das Kingdom dazu auch abgesteckt wird. In einer k\u00fcrzlichen Ersterhebung der Hochschule Luzern wurden Deutschschweizer Marketing-Verantwortliche nach vorhandenen und erw\u00fcnschten Skills gefragt.<\/p>\n","protected":false},"author":247,"featured_media":18824,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"8378,11901,6623,13746,10528,11454","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[53989,86544,86671,4165],"tags":[53917,86085,86042],"class_list":["post-18815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-forschung","category-marketing-und-kommunikationsmanagement","category-studium","tag-content-marketing","tag-data-analytics","tag-data-driven-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Datenkompetenz f\u00fcr Content Success - IKM-Blog<\/title>\n<meta name=\"description\" content=\"Content ist King. 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