{"id":19270,"date":"2022-12-15T09:57:08","date_gmt":"2022-12-15T08:57:08","guid":{"rendered":"https:\/\/hub.hslu.ch\/ikm\/?p=19270"},"modified":"2026-02-09T14:20:48","modified_gmt":"2026-02-09T13:20:48","slug":"e-commerce-take-aways-9-und-10-digital-analytics-und-mobiles-business-bei-online-shops","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/ikm\/2022\/12\/15\/e-commerce-take-aways-9-und-10-digital-analytics-und-mobiles-business-bei-online-shops\/","title":{"rendered":"E-Commerce Take Aways 9 und 10 \u2013 Digital Analytics und mobiles Business bei Online-Shops"},"content":{"rendered":"\n<p class=\"is-style-default\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#Digital-Analytics\">Data beats opinion: Vorankommen dank Digital Analytics (9)<\/a><\/li>\n\n\n\n<li><a href=\"#Mobile-Business\">Mobile Business &amp; Ausgew\u00e4hlte Aspekte f\u00fcr Mobile Shop (10)<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Digital-Analytics\">Data beats opinion: Vorankommen dank Digital Analytics<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"468\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-702x468.jpg\" alt=\"\" class=\"wp-image-19271\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-702x468.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-300x200.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-768x512.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-600x400.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9-928x619.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_9.jpg 1080w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema:<\/strong> Digital Analytics \u2013 Web, App &amp; Shop Analytics<\/p>\n\n\n\n<p><strong>Dozent:<\/strong>&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/dariuszumstein\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dr. Darius Zumstein<\/a>&nbsp;(Dozent, Senior Researcher)<\/p>\n\n\n\n<p>Die Zeiten, als nach Gutd\u00fcnken wichtige Entscheidungen getroffen wurden, sind l\u00e4ngst pass\u00e9. Heute stehen uns \u2013 dank Digitalisierung \u2013 fast unz\u00e4hlige Daten entlang der Customer Journey zur Verf\u00fcgung. Durch deren Messung, Sammlung und Analyse k\u00f6nnen wir bessere und fundierte Entscheidungen treffen.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Digital Analytics kann nur zeigen, was passiert, und nicht warum etwas passiert. Das m\u00fcsst ihr schon selbst herausfinden.<\/p>\n<cite>Dr. Darius Zumstein<\/cite><\/blockquote>\n\n\n\n<p>Auch ich greife in meiner Arbeit auf Digital Analytics Daten zur\u00fcck, wie bereits ein Grossteil der Onlineshops:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"395\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9-702x395.png\" alt=\"\" class=\"wp-image-19272\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9-702x395.png 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9-300x169.png 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9-768x432.png 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9-928x522.png 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_9.png 1488w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p>Die Auswahl an verschiedenen Analytics Tools ist gross. Google Analytics \u2013 das wohl meistbekannte Tool \u2013 ist in der Gratisversion mit Abstand Marktf\u00fchrer. Unabh\u00e4ngig vom Tool umfassen Digital-Analytics-Systeme immer folgende drei Stufen:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Datensammlung<\/strong>: Daten zu Besuchern und Klickverhalten werden mittels JavaScript clientseitig erhoben und verschl\u00fcsselt an den Tracking-Server gesendet.<\/li>\n\n\n\n<li><strong>Datenspeicherung<\/strong>: Die Daten werden im Digital-Analytics-System (meist eine Cloud-L\u00f6sung) abgespeichert.<\/li>\n\n\n\n<li><strong>Datenauswertung<\/strong>: Daten werden anhand von Berichten bzw. Dashboards manuell oder automatisiert ausgewertet und an Empf\u00e4nger geschickt.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von <a href=\"https:\/\/www.linkedin.com\/in\/rhea-loser\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rhea Loser<\/a> (Digital Marketing Manager bei DELTA Zofingen AG) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/data-beats-opinion-vorankommen-dank-digital-analytics-nussbaumer\/?trackingId=Hdj12YmLQ%2Bmsyix4n3FkVw%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"313\" height=\"320\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_9.jpg\" alt=\"\" class=\"wp-image-19276 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_9.jpg 313w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_9-293x300.jpg 293w\" sizes=\"auto, (max-width: 313px) 100vw, 313px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Mobile-Business\">Mobile Business &amp; Ausgew\u00e4hlte Aspekte f\u00fcr Mobile Shop<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"419\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10-702x419.jpg\" alt=\"\" class=\"wp-image-19273\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10-702x419.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10-300x179.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10-768x458.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10-928x554.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_10.jpg 1207w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema: <\/strong>Mobiles Business<\/p>\n\n\n\n<p><strong>Dozent:<\/strong>&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/milosradovic\/\" target=\"_blank\" rel=\"noreferrer noopener\">Milos Radovic<\/a>&nbsp;(Head of Marketing Strategy)<\/p>\n\n\n\n<p>Apple hat im Jahr 2007 das erste iPhone vorgestellt. Dadurch ver\u00e4ndert Apple nicht nur die Handywelt, sondern die gesamte mobile Nutzung. Der Trend h\u00e4lt bis heute ununterbrochen an. Immer \u00f6fters kommt das Smartphone im Alltag zum Einsatz, von Ferienfotos \u00fcber Einzahlungen oder einfach um mit dem sozialen Umfeld in Kontakt zu treten und dies \u00fcber alle Generationen.<\/p>\n\n\n\n<p>F\u00fcr uns in der Schweiz ist es normal, immer und \u00fcberall erreichbar zu sein, dies aufgrund des ausgezeichneten Mobilfunknetzes. Trotz allem ist der Schweizer Markt nicht sehr innovativ f\u00fcr neue Apps oder Tools. Google und Apple haben mit ihren Erfindungen und weiteren Entwicklungen viele namhafte Firmen abgel\u00f6st.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"515\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10-702x515.png\" alt=\"\" class=\"wp-image-19274\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10-702x515.png 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10-300x220.png 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10-768x564.png 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10-928x681.png 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Slide_10.png 1296w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Mobile gets attention!<\/h3>\n\n\n\n<p>Mit dem Kunden im richtigen Augenblick in Kontakt zu treten, wenn er auf der Suche nach einem Produkt\/Dienstleistung ist.<\/p>\n\n\n\n<p>Im Marketing bewusste&nbsp;<strong>Mobile Moments<\/strong>&nbsp;kreieren, mit dem Fokus f\u00fcr den Kunden einen Mehrwert zu bieten und somit eine bessere Kundenbindung zu erreichen.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab Mobile Devices sind die direkteste, pers\u00f6nlichste und relevanteste Verbindung zu unseren Kunden \u00bb<\/p>\n<cite>Milos Radovic<\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von <a href=\"https:\/\/www.linkedin.com\/in\/nadjahuwiler\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nadja Huwiler<\/a> (Marketing Specialist bei ROWA Huwiler AG) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/mobile-business-ausgew%25C3%25A4hlte-aspekte-f%25C3%25BCr-shop-take-away-nussbaumer\/?trackingId=ZQsCc%2FhNSBGcncx%2B4BQzaA%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"213\" height=\"320\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_10.jpg\" alt=\"\" class=\"wp-image-19277 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_10.jpg 213w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_10-200x300.jpg 200w\" sizes=\"auto, (max-width: 213px) 100vw, 213px\" \/><\/figure><\/div>\n\n\n\n<p><strong>An weiteren Wissens-Snacks interessiert? Hier geht\u2019s zum<a href=\"https:\/\/hub.hslu.ch\/ikm\/2022\/12\/01\/e-commerce-take-aways-7-und-8-digitale-kundenservices-und-chatbots-bei-online-shops-omni-channel-management\/\" target=\"_blank\" rel=\"noreferrer noopener\"> vierten Teil.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Im Rahmen des CAS E-Commerce Management an der Hochschule Luzern schreiben die Teilnehmenden \u00fcber ihr pers\u00f6nliches E-Commerce Take Away, ein Wissens-Snack direkt aus dem Unterricht. Kurz nach H\u00e4lfte des Kursprogramm erfahren die Teilnehmenden wie Digital Analytics dabei helfen fundierte Entscheidungen zu treffen und wie die Einf\u00fchrung von Smartphones, das Mobile Business grundlegend ver\u00e4ndert hat. Was sie dabei lernen und f\u00fcr sich mitnehmen, halten sie in ihrem pers\u00f6nlichen Beitrag fest.<\/p>\n","protected":false},"author":247,"featured_media":19211,"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":"12149,18010,6959,13257,18149,11635","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[19461,86671,4668],"tags":[4538,85501,86093,86334],"class_list":["post-19270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing-und-kommunikationsmanagement","category-weiterbildung","tag-app","tag-digital-analytics","tag-e-commerce","tag-mobile-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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