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Targeting Using Augmented Data in Database Marketing

Name: Targeting Using Augmented Data in Database Marketing
Brand: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
SKU: 12628125
Price: 19777 HUF
Availability: InStock
Author: Bettina Hüttenrauch
ISBN: 9783658145767

Decision Factors for Evaluating External Sources

Bettina Hüttenrauch

Language

English

Book Paperback

Libristo code: 12628125

Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, June 2016

This study delivers insights on which external sources - e.g. website click behavior, surveys, or so... Full description

Libristo code: 12628125

136 b

19 777 Ft

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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.