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Deshalb stand am Anfang ein Assessment, nicht eine Software.","secondary",[1108,1169],{"_uid":1109,"text":1110,"component":1083},"a0717561-1812-4e4b-b7ba-4256722b7376",{"type":39,"content":1111},[1112,1120,1128,1136,1141,1145,1153,1161],{"type":42,"content":1113},[1114,1118],{"text":1115,"type":513,"marks":1116},"Assessment mit dem Personalisierungs-Canvas. ",[1117],{"type":937},{"text":1119,"type":513},"Wir haben neun Handlungsfelder geprüft: Strategie und Vision, Business-KPIs, Team und Skills, Methodik und Prozess, Angebot, Nutzertypologie, Customer Journey, Daten und Technologie. Für jedes Feld haben wir Ist und Soll beschrieben.",{"type":42,"content":1121},[1122,1126],{"text":1123,"type":513,"marks":1124},"Interviews quer durchs Unternehmen. ",[1125],{"type":937},{"text":1127,"type":513},"Befragt wurden alle, die mit Personalisierung zu tun haben: Conversion-Optimierung, Marketing, Business Intelligence, Tech und Data. Ein standardisierter Fragebogen machte die Antworten vergleichbar.",{"type":42,"content":1129},[1130,1134],{"text":1131,"type":513,"marks":1132},"Datenstrategie gemeinsam mit Datentreiber. ",[1133],{"type":937},{"text":1135,"type":513},"Parallel lief ein Workshop zur Daten- und Analytik-Strategie. Er klärte, welche Daten für welchen Reifegrad nötig sind.",{"type":929,"attrs":1137,"content":1138},{"level":1047},[1139],{"text":1140,"type":513},"Drei Kundentypen statt einer Zielgruppe",{"type":42,"content":1142},[1143],{"text":1144,"type":513},"Die Datenanalyse hat gezeigt, dass Stromkunden je nach Situation und Motiv eine eigene Ansprache brauchen.",{"type":42,"content":1146},[1147,1151],{"text":1148,"type":513,"marks":1149},"Der Skeptiker ",[1150],{"type":937},{"text":1152,"type":513},"braucht klare Entscheidungshilfen und Argumente. Auf Lockangebote fällt er nicht herein.",{"type":42,"content":1154},[1155,1159],{"text":1156,"type":513,"marks":1157},"Der Schnäppchenjäger ",[1158],{"type":937},{"text":1160,"type":513},"will am Ende das beste Angebot gefunden haben.",{"type":42,"content":1162},[1163,1167],{"text":1164,"type":513,"marks":1165},"Der Preisbereite ",[1166],{"type":937},{"text":1168,"type":513},"sucht Exklusivität und Innovation und gönnt sich gern etwas.",{"_uid":1170,"image":1171,"caption":1174,"component":1180},"e4074f3b-636f-4988-b4c0-23ec26bc60cc",{"alt":1172,"filename":1173,"fieldtype":49,"is_external_url":81},"Kundentypen bei E.ON mit ihren Bedürfnissen, darunter Skeptiker und Schnäppchenjäger","https://storage.googleapis.com/kk-website-assets/3BwVAFyi_persona-research-personalisierung-vorgehen-beispiel-methode-1.jpg",{"type":39,"content":1175},[1176],{"type":42,"content":1177},[1178],{"text":1179,"type":513},"Kundentypen aus der Datenanalyse bei E.ON","richtext-image",[],{"_uid":1183,"head":1184,"theme":124,"alignment":948,"component":1031,"richtext_body":1203,"action_buttons":1260},"50892941-9585-4b57-8563-d365327f528f",[1185],{"_uid":1186,"kicker":1187,"headline":1188,"component":514,"subheadline":1197,"show_top_line":81},"4f435275-5043-482c-8ae8-780f808063e3","Business-Potenzial",{"type":39,"content":1189},[1190],{"type":929,"attrs":1191,"content":1192},{"level":1022},[1193],{"text":1194,"type":513,"marks":1195},"Vier Streams, ein klarer Startpunkt",[1196],{"type":937},{"type":39,"content":1198},[1199],{"type":42,"content":1200},[1201],{"text":1202,"type":513},"Nicht jede Journey lohnt eine Personalisierung. Sie lohnt sich erst, wenn sich die Segmente im Verhalten deutlich unterscheiden.",[1204,1216],{"_uid":1205,"image":1206,"caption":1210,"component":1180},"f45f9bdb-ebcb-4a55-bdd5-69355a90c3df",{"id":1207,"alt":1208,"filename":1209,"fieldtype":49,"is_external_url":51},91498224258327,"Darstellung der Personalisierungs-Streams entlang der Customer Journey: Neukundenakquise, Bestandskundenentwicklung, Umzug, Kundenbindung. Ziele: Vertragszugänge und -bindung steigern. Unten Personalisierungs-Canvas mit Bereichen wie Technologie, Daten, Customer Journey, Nutzer-Typologie, KPIs, Team und Angebot.","https://a.storyblok.com/f/328018/2342x2064/f14ab68d3f/case-eon-ergebnisse.png",{"type":39,"content":1211},[1212],{"type":42,"content":1213},[1214],{"text":1215,"type":513},"Personalisierungs-Streams entlang der Customer Journey und Personalisierungs-Canvas bei E.ON",{"_uid":1217,"text":1218,"component":1083},"d26b51e1-0d2e-4fa6-a06f-70b51754cde2",{"type":39,"content":1219},[1220,1224,1232,1240,1248,1256],{"type":42,"content":1221},[1222],{"text":1223,"type":513},"Wir haben die Revenue Streams von E.ON nach Phasen der Customer Journey geordnet. Daraus wurden vier Personalisierungs-Streams, jeder mit eigenem Ziel und eigener Metrik.",{"type":42,"content":1225},[1226,1230],{"text":1227,"type":513,"marks":1228},"Neukundenakquise: ",[1229],{"type":937},{"text":1231,"type":513},"Vertragszugänge steigern. Gemessen an der Conversion Rate.",{"type":42,"content":1233},[1234,1238],{"text":1235,"type":513,"marks":1236},"Bestandskundenentwicklung: ",[1237],{"type":937},{"text":1239,"type":513},"Kunden erneut überzeugen und das passende Produkt anbieten, etwa per Cross-Selling.",{"type":42,"content":1241},[1242,1246],{"text":1243,"type":513,"marks":1244},"Begleitung beim Umzug: ",[1245],{"type":937},{"text":1247,"type":513},"Den Umzug so einfach machen, dass der Vertrag mitkommt.",{"type":42,"content":1249},[1250,1254],{"text":1251,"type":513,"marks":1252},"Kundenbindung: ",[1253],{"type":937},{"text":1255,"type":513},"Schneller als der Wettbewerb lernen, warum Kunden abwandern, und gegensteuern.",{"type":42,"content":1257},[1258],{"text":1259,"type":513},"Jeder Stream wurde nach drei Kriterien bewertet: Wie stark unterscheiden sich die Kunden? Wie aufwendig ist die Konzeption? Wie aufwendig ist die Umsetzung? Dazu kam eine konservative Rechnung aus Traffic, Conversions, Anzahl möglicher Tests und erwartetem Uplift. So war vor dem ersten Test klar, wo das Umsatzpotenzial am größten ist.",[],{"_uid":1262,"head":1263,"theme":124,"alignment":948,"component":1031,"richtext_body":1282,"action_buttons":1335},"37f8508a-7173-41aa-b88f-6faf867b432b",[1264],{"_uid":1265,"kicker":1266,"headline":1267,"component":514,"subheadline":1276,"show_top_line":81},"bdb94408-5eea-4d62-836f-ee487c3290cc","Umsetzung",{"type":39,"content":1268},[1269],{"type":929,"attrs":1270,"content":1271},{"level":1022},[1272],{"text":1273,"type":513,"marks":1274},"Vom Kundentyp zur konkreten Ansprache",[1275],{"type":937},{"type":39,"content":1277},[1278],{"type":42,"content":1279},[1280],{"text":1281,"type":513},"Aus Kundentypen und Streams entstanden Ideen für jeden Kontaktpunkt, von der Suchanzeige bis zur Landingpage.",[1283,1311,1322],{"_uid":1284,"text":1285,"component":1083},"25153edf-0cb4-40e2-980a-0187911daf64",{"type":39,"content":1286},[1287,1295,1303],{"type":42,"content":1288},[1289,1293],{"text":1290,"type":513,"marks":1291},"Schnäppchenjäger: ",[1292],{"type":937},{"text":1294,"type":513},"Wer nach „günstiger Strom E.ON“ sucht, sieht eine Anzeige mit Bestpreis-Garantie. Die Landingpage lässt ihn zwischen Tarifen und Aktionen wählen, bis er den besten Tarif gefunden hat.",{"type":42,"content":1296},[1297,1301],{"text":1298,"type":513,"marks":1299},"Skeptiker: ",[1300],{"type":937},{"text":1302,"type":513},"Siegel und vertrauensbildende Elemente geben ihm die Argumente, die er für eine Entscheidung braucht.",{"type":42,"content":1304},[1305,1309],{"text":1306,"type":513,"marks":1307},"Preisbereite: ",[1308],{"type":937},{"text":1310,"type":513},"Prämien und innovative Angebote sprechen ihn stärker an als ein Rabatt.",{"_uid":1312,"image":1313,"caption":1316,"component":1180},"ad1dbb3e-f44c-4ad2-9894-5ea26a478b90",{"alt":1314,"filename":1315,"fieldtype":49,"is_external_url":81},"Personalisierte Suchanzeige mit Bestpreis-Garantie und passende Landingpage mit Tarifauswahl bei E.ON","https://storage.googleapis.com/kk-website-assets/QOdr0vG1_beispiele-personalisierung-vorgehen-praxis.jpg",{"type":39,"content":1317},[1318],{"type":42,"content":1319},[1320],{"text":1321,"type":513},"Personalisierte Ansprache für den Schnäppchenjäger, von der Suchanfrage bis zur Landingpage",{"_uid":1323,"text":1324,"component":1083},"a366cbac-92d5-4674-9fae-ba370e01234b",{"type":39,"content":1325},[1326,1331],{"type":929,"attrs":1327,"content":1328},{"level":1047},[1329],{"text":1330,"type":513},"Die Roadmap in fünf Phasen",{"type":42,"content":1332},[1333],{"text":1334,"type":513},"Am Ende stand ein Plan, mit dem E.ON Personalisierung selbst operationalisieren kann: Kick-off, Data- und CX-Check-up, Quick Start, regelbasierte Personalisierung und schließlich dynamische, automatisierte Personalisierung nach Kundentyp und Journey. Die Komplexität steigt erst, wenn die einfachen Maßnahmen ihren ROI belegt haben.",[],{"_uid":1337,"head":1338,"theme":124,"alignment":30,"component":1348,"testimonials":1349,"action_buttons":1360},"88584f63-473a-4165-9ca5-3b70a98a376a",[1339],{"_uid":1340,"kicker":1341,"headline":1342,"component":514,"subheadline":1345,"show_top_line":81},"946da569-4c60-467b-9e32-666fa26dac42","Kundenstimme",{"type":39,"content":1343},[1344],{"type":42},{"type":39,"content":1346},[1347],{"type":42},"section-testimonial-2",[1350],{"_uid":1351,"text":1352,"component":1353,"author_name":1354,"author_image":1355,"author_position":1359},"a2651f4a-90c2-4eb8-bbde-34478542df0b","konversionsKRAFT hat unsere Vision zur Personalisierung der Customer Journey in eine greifbare Strategie überführt. Gemeinsam haben wir eine Roadmap für die Implementierung effizienter Maßnahmen entwickelt. Wir haben jetzt eine zielführende und sehr eingängige Methodik etabliert, die es uns ermöglicht, Personalisierung wirklich in unsere tägliche Praxis zu integrieren.","section-testimonial__item","Lena Saldern",{"id":1356,"alt":1357,"filename":1358,"fieldtype":49,"is_external_url":51},91515788055456,"Lena Saldern, E.ON","https://a.storyblok.com/f/328018/1024x1024/23a3a943f0/lena-saldern.jpg","Head of Digital Performance, E.ON",[],{"_uid":1362,"head":1363,"cards":1382,"theme":1106,"alignment":948,"component":667,"cards_per_row":668,"icon_position":669,"action_buttons":1413,"bordered_cards":81},"5c82d99a-7d03-4a31-804c-5a44ea25332f",[1364],{"_uid":1365,"kicker":1366,"headline":1367,"component":514,"subheadline":1376,"show_top_line":81},"f392ca0f-4659-454a-9b1d-a5197765e46d","Was wir gelernt haben",{"type":39,"content":1368},[1369],{"type":929,"attrs":1370,"content":1371},{"level":1022},[1372],{"text":1373,"type":513,"marks":1374},"Personalisierung beginnt mit einem Plan, nicht mit einem Tool.",[1375],{"type":937},{"type":39,"content":1377},[1378],{"type":42,"content":1379},[1380],{"text":1381,"type":513},"Bei E.ON haben Marketing, BI, Tech und Data zum ersten Mal an einem gemeinsamen Bild gearbeitet. Drei Erkenntnisse nehmen wir in jedes Projekt mit.",[1383,1393,1403],{"tag":1384,"_uid":1385,"text":1386,"headline":1392,"component":548},"01","368d9dee-7919-4661-aa9f-fbce129426b4",{"type":39,"content":1387},[1388],{"type":42,"content":1389},[1390],{"text":1391,"type":513},"Personalisiert wird nicht das Produkt, sondern die Begründung, warum es passt.","Auch ein einheitliches Produkt lässt sich personalisieren.",{"tag":1394,"_uid":1395,"text":1396,"headline":1402,"component":548},"02","c0bbe494-463f-4eb9-bb0e-80cd9d457c1c",{"type":39,"content":1397},[1398],{"type":42,"content":1399},[1400],{"text":1401,"type":513},"Der Business Case pro Stream zeigt, wo Personalisierung trägt und wo ein guter Standard reicht.","Erst rechnen, dann bauen.",{"tag":1404,"_uid":1405,"text":1406,"headline":1412,"component":548},"03","819bd941-503a-4d7b-95f3-1019fe775546",{"type":39,"content":1407},[1408],{"type":42,"content":1409},[1410],{"text":1411,"type":513},"Build, measure, learn. Wer mit regelbasierten Maßnahmen ROI einfährt, bekommt Rückenwind für die nächste Stufe.","Einfach anfangen.",[1414],{"_uid":1415,"buttons":1416,"caption":1421,"component":43,"caption_position":948},"0ee1b550-e638-47a6-8938-dad38120e289",[1417],{"_uid":1418,"icon":27,"link":1419,"text":964,"intent":35,"component":36,"icon_position":37},"71ccf639-37a4-42ad-ad30-08560176ea1a",{"id":958,"url":30,"linktype":31,"fieldtype":32,"cached_url":959,"story":1420},{"name":961,"id":962,"uuid":958,"slug":963,"url":959,"full_slug":959,"_stopResolving":81},{"type":39,"content":1422},[1423],{"type":42},{"_uid":1425,"component":1426,"global_component":1427},"84efb8cf-3690-494b-b19b-9d97fb9c63a3","section-global-component",{"name":1428,"created_at":1429,"published_at":1430,"updated_at":1431,"id":1432,"uuid":1433,"content":1434,"slug":1627,"full_slug":1628,"sort_by_date":118,"position":1629,"tag_list":1630,"is_startpage":51,"parent_id":1631,"meta_data":118,"group_id":1632,"first_published_at":1633,"release_id":118,"lang":124,"path":118,"alternates":1634,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Case Studies","2025-12-10T10:20:02.270Z","2026-10-08T05:57:11.580Z","2026-10-08T05:57:11.602Z",121538159724935,"33cc11c0-c43c-4a30-abee-6e5a2f642144",{"_uid":1435,"body":1436,"component":1626},"e3694e79-bb51-4ebf-b91f-52671210e331",[1437],{"_uid":1438,"head":1439,"cards":1454,"limit":30,"theme":124,"component":1624,"action_buttons":1625,"filter_service":30},"1a22a053-6104-4367-8006-f4659894aea6",[1440],{"_uid":1441,"kicker":30,"headline":1442,"component":514,"subheadline":1451,"show_top_line":81},"c4c0a97b-4654-4816-b70e-becb398971a5",{"type":39,"content":1443},[1444],{"type":929,"attrs":1445,"content":1446},{"level":1022,"textAlign":118},[1447],{"text":1448,"type":513,"marks":1449},"Weitere Case Studies aus verschiedenen Branchen",[1450],{"type":937},{"type":39,"content":1452},[1453],{"type":42},[1455,1472,1486,1498,1510,1524,1535,1549,1559,1573,1586,1597,1608],{"_uid":1456,"link":1457,"logo":1460,"text":1465,"client":1462,"service":1466,"headline":1467,"industry":291,"component":1468,"kpi_label":1469,"kpi_value":1470,"reading_time":1471},"e5a8c0d4-6f1b-4a5e-9c7d-9b2e4f0a1c05",{"id":1458,"url":30,"linktype":31,"fieldtype":32,"cached_url":1459},"6469f148-a1ca-45b5-8f2f-be493f68b6a0","de/case-studies/case-study-the-female-company",{"id":1461,"alt":1462,"name":30,"focus":30,"title":1462,"source":30,"filename":1463,"copyright":30,"fieldtype":49,"meta_data":1464,"is_external_url":51},218898263137364,"The Female Company","https://a.storyblok.com/f/328018/400x300/0334e7c1af/tfc.png",{},"KI liefert Kundenverständnis und Tests in Tagen statt Wochen. 59 % der Experimente gewinnen, der Benchmark liegt bei 20 bis 30 %.","Rapid Growth Engine","Drei Experimente pro Woche, das erste nach 13 Tagen.","item-case-teaser","Conversion Rate in drei Monaten","+54 %","6",{"_uid":1473,"link":1474,"logo":1475,"text":1480,"client":1477,"service":65,"headline":1481,"industry":1482,"component":1468,"kpi_label":1483,"kpi_value":1484,"reading_time":1485},"5e76ffbb-54ae-4f3e-b046-caccea0e0652",{"id":216,"url":30,"linktype":31,"fieldtype":32,"cached_url":217},{"id":1476,"alt":1477,"name":30,"focus":30,"title":1477,"source":30,"filename":1478,"copyright":30,"fieldtype":49,"meta_data":1479,"is_external_url":51},23160171,"computeruniverse","https://a.storyblok.com/f/328018/255x128/87f15ed90f/computeruniverse.png",{},"Aus 200 Datenpunkten entsteht in Echtzeit ein Profil für jeden Besucher. Die Ansprache passt sich an, lange bevor der Checkout beginnt.","Kundentypen erkennen, bevor sich jemand einloggt.","Elektronik","mehr Umsatz","+18,2 %","4",{"_uid":1487,"link":1488,"text":1491,"client":1492,"service":58,"headline":1493,"industry":1494,"component":1468,"kpi_label":1495,"kpi_value":1496,"anonymized":81,"reading_time":1497},"a1c4e6f0-2b7d-4c1a-9e3f-5d8a0b6c7e01",{"id":1489,"url":30,"linktype":31,"fieldtype":32,"cached_url":1490},"04d326fc-8771-4dd1-ac1d-881eca6496b5","de/case-studies/case-study-modemarke-testing-programm","Ein Motivation Lab zeigte, warum Kunden im Shop zögern. Daraus wuchs ein Programm mit 50 bis 60 Experimenten im Jahr.","Bekannte deutsche Modemarke","Kunden kauften lieber in der Filiale. Daraus wurde ein Test.","Fashion","Nettoumsatz in drei Jahren","+44,88 Mio. €","5",{"_uid":1499,"link":1500,"logo":1501,"text":1506,"client":1503,"service":58,"headline":1507,"industry":273,"component":1468,"kpi_label":1508,"kpi_value":1509,"reading_time":1485},"238e85bd-6a47-4370-ba96-7dbf85ba93c3",{"id":205,"url":30,"linktype":31,"fieldtype":32,"cached_url":206},{"id":1502,"alt":1503,"name":30,"focus":30,"title":1503,"source":30,"filename":1504,"copyright":30,"fieldtype":49,"meta_data":1505,"is_external_url":51},23160144,"freenet","https://a.storyblok.com/f/328018/255x128/f1adafe85a/freenet.png",{},"Ein Proof of Concept mit vorab vereinbarten Uplift-Zielen hat den Wert von Experimentation belegt. Heute steuert freenet das Programm selbst.","Zwei Drittel aller Tests erfolgreich, mit Erfolgsgarantie.","mehr Bestellungen, kumuliert","+30 %",{"_uid":1511,"link":1512,"logo":1513,"text":1518,"client":1515,"service":1519,"headline":1520,"industry":1521,"component":1468,"kpi_label":1522,"kpi_value":1523,"reading_time":1471},"19f3becd-60dc-4fcc-bb3c-7aac1d8cd990",{"id":228,"url":30,"linktype":31,"fieldtype":32,"cached_url":229},{"id":1514,"alt":1515,"name":30,"focus":30,"title":1515,"source":30,"filename":1516,"copyright":30,"fieldtype":49,"meta_data":1517,"is_external_url":51},23160152,"Haufe","https://a.storyblok.com/f/328018/255x128/c9cc2e33d8/haufe.png",{},"Aus Personas und Jobs to be done entstanden 33 Tests mit 52 % Erfolgsquote. Kundenzentrierung wurde so Teil der täglichen Arbeit.","Kundenzentrierung","Personas, die im Alltag genutzt werden statt im Ordner zu liegen.","B2B-Software","Umsatz","+5,2 Mio. €",{"_uid":1525,"link":1526,"text":1529,"client":1530,"service":58,"headline":1531,"industry":1532,"component":1468,"kpi_label":1533,"kpi_value":1534,"anonymized":81,"reading_time":668},"b2d5f7a1-3c8e-4d2b-8f4a-6e9b1c7d8f02",{"id":1527,"url":30,"linktype":31,"fieldtype":32,"cached_url":1528},"683b77f5-8372-4123-ae6a-ed8bb27982ed","de/case-studies/case-study-fashion-d2c-marke","Unsere Expertinnen und Experten haben das interne Team ergänzt. Heute wird jede wichtige Entscheidung vorher getestet.","Mittelständische Fashion-D2C-Marke","Wachstum im gesättigten Markt, ohne mehr Werbebudget.","Fashion D2C","Wertbeitrag pro Jahr","+22,8 Mio. €",{"_uid":1536,"link":1537,"logo":1538,"text":1543,"client":1540,"service":1544,"headline":1545,"industry":1546,"component":1468,"kpi_label":1547,"kpi_value":1548,"reading_time":1497},"5dfd9302-708d-49d6-a85f-b88a18e57cb0",{"id":222,"url":30,"linktype":31,"fieldtype":32,"cached_url":223},{"id":1539,"alt":1540,"name":30,"focus":30,"title":1540,"source":30,"filename":1541,"copyright":30,"fieldtype":49,"meta_data":1542,"is_external_url":51},23160153,"Görtz","https://a.storyblok.com/f/328018/255x128/f45d82f484/goertz.png",{},"Jede große Änderung wurde vor dem Livegang im A/B-Test geprüft. 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