This contribution introduces an approach for data-driven optimization of products and their product generations through a Closed-Loop Engineering approach resulting from the German research project DizRuPt. The approach focuses on data-driven product planning by ensuring data consistency and traceability between product planning, product development, and product operation by combining aspects and functions from Product Lifecycle Management (PLM) and the Internet of Things (IoT). The presented approach is illustrated and validated by pilot applications from the research project.