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TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach / submitted by Karina Bauernfeind
AutorInnenBauernfeind, Karina
Beurteiler / BeurteilerinWerani, Thomas
ErschienenLinz, 2018
UmfangVII, 80 Blätter : Illustrationen
HochschulschriftUniversität Linz, Masterarbeit, 2018
Schlagwörter (EN)Buyer Persona
URNurn:nbn:at:at-ubl:1-25270 Persistent Identifier (URN)
 Das Werk ist gemäß den "Hinweisen für BenützerInnen" verfügbar
TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach [2.88 mb]
Zusammenfassung (Englisch)

The company opta data Abrechnungs GmbH (opta data) constantly strives for targeting their diverse customer groups in a specific and individual appropriate way. Understanding and empathising with the customers perspective is therefore indispensable. To being able to develop a tailor-made marketing, sales and communication strategy for a specific customer group, it is essential to know about main characteristics, behaviours, goals but as well frustrations of the target customers. For this reason and to find out about the above stated customer facts, the Buyer Persona (BP) concept is in the main focus of this thesis. As opta data already works with internally generated Buyer Personas, it is a main goal to verify the information of the BP externally and to gather additional important insights from the customers, for being able to integrate them into the daily marketing, sales and customer communication activities. To achieve this goal, a qualitative research approach, in form of problem-centered one-on-one interviews, is used. After conduction of the interviews and the precise analysis of the gained data material by using the Content Analysis methodology, a comparison of the information from the internally generated BP and the information gathered through the external interviews, is possible. Consequently, a verified Buyer Persona is developed. Furthermore, the identification of touchpoints between opta data and the customers by using the method of Service Blueprinting, is an essential step within this thesis. By combining the information from the verified Buyer Persona with the opta data Service Blueprint, it is possible to formulate adequate recommendations for actions. In other words, the findings from the empirical elaborations give insights about how to integrate the information identified within the development of the verified Buyer Persona into opta datas frequent customer communication activities.

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