TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Miclau, Christina
A1  - Wörz, Barbara
A1  - Heiland, Laura
A1  - Hess, Dennis
A1  - Weber, Beatrice
A1  - Emmler, Alice
A1  - Saar, Hans-Peter
A1  - Belke, Jonas
A1  - Hose, Niklas
A1  - Ernst, Oxana
A1  - Müller, Andrea
ED  - Nah, Fiona Fui-Hoon
ED  - Siau, Keng
T1  - User Experience Testing vs. Marketing Experts – Can Empirical Research Beat Practical Knowledge in Dialog Marketing?
T2  - HCI in Business, Government and Organizations
N2  - To reach customers by dialog marketing campaigns is more and more difficult. This is a common problem of companies and marketing agencies worldwide: information overload, multi-channel-communication and a confusing variety of offers make it hard to gain the attention of the target group. The contribution of this paper is four-fold: we provide an overview of the current state of print dialog marketing activities and trends (I). Based on this corpus we identify the main key performance indicators of dialog marketing customer interaction (II). A qualitative user experience study identifies the customer wishes and needs, focusing on lottery offers for senior citizens (III). Finally, we evaluate the success of two different dialog marketing campaigns with 20,000 clients and compare the key performance indicators of the original hands-on experience-based print mailings with user experience tested and optimized mailings (IV).
Y1  - 2020
SN  - 0302-9743 (Print)
SS  - 0302-9743 (Print)
SN  - 1611-3349 (Online)
SS  - 1611-3349 (Online)
SN  - 978-3-030-50340-6 (Print)
SB  - 978-3-030-50340-6 (Print)
SN  - 978-3-030-50341-3 (Online)
SB  - 978-3-030-50341-3 (Online)
U6  - https://doi.org/10.1007/978-3-030-50341-3_33
DO  - https://doi.org/10.1007/978-3-030-50341-3_33
VL  - LNCS 12204
SP  - 426
EP  - 444
S1  - 18
PB  - Springer Nature
CY  - Cham
ER  -