TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach

Karina Bauernfeind

TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach

Karina Bauernfeind

Institute of Retailing, Sales and Marketing

Research output: Thesis › Master's / Diploma thesis

Abstract

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.

Original language	English
Supervisors/Reviewers	Werani, Thomas, Supervisor
Publication status	Published - 2018

Fields of science

502 Economics
502051 Economic statistics
502007 E-commerce
502020 Market research
502019 Marketing
508015 Business communication
508004 Intercultural communication
502016 SME-research
502052 Business administration
502030 Project management
502015 Innovation management
508013 Public relations
502029 Product management
502003 Foreign trade
502014 Innovation research
502045 Behavioural economics
502025 Econometrics
509017 Social studies of science

JKU Focus areas

Sustainable Development: Responsible Technologies and Management
Digital Transformation

Cite this

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title = "TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach",

abstract = "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.",

author = "Karina Bauernfeind",

year = "2018",

language = "English",

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TY - THES

T1 - TARGET GROUP ANALYSIS for opta data Abrechnungs GmbH by using Buyer Personas to optimize the marketing and sales approach

AU - Bauernfeind, Karina

PY - 2018

Y1 - 2018

N2 - 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.

AB - 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.

M3 - Master's / Diploma thesis

ER -