Bettina Hüttenrauch
Targeting Using Augmented Data in Database Marketing
Decision Factors for Evaluating External Sources
Paperback Engels 2016 9783658145767
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Samenvatting
This study delivers insights on which external sources – e.g. website click behavior, surveys, or social media data – can and cannot be used for data augmentation. A case study is performed to test the suitability of different sources in order to create a generalized practical guide for data augmentation in marketing. Data augmentation is a beneficial tool for companies to use external data, if the internal data basis for targeting is not sufficient to reach the customers with the highest propensity. This study shows that augmenting data from feasible sources leads to significant conversion lifts.
Specificaties
ISBN13:9783658145767
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Fachmedien Wiesbaden
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Inhoudsopgave
<div>Introduction and strategic motivation to data augmentation in database marketing.- Literature review on data augmentation.- Methodological framework for data augmentation.- Test design for evaluating different source characteristics.- Analysis of data augmentation KPIs, case study results and test of hypotheses.- Limitations of data augmentation and outlook.</div>
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