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Targeting Using Augmented Data in Database Marketing
Decision Factors for Evaluating External Sources
Language
English
English
Book
Paperback
This study delivers insights on which external sources - e.g. website click behavior, surveys, or so...
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Libristo code: 12628125
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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.
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About the book
Full name
Targeting Using Augmented Data in Database Marketing
Author
Bettina Hüttenrauch
Language
English
English
Binding
Book - Paperback
Date of issue
2016
Number of pages
343
EAN
9783658145767
ISBN
3658145765
Libristo code
12628125
Weight
4746
Dimensions
148 x 210 x 22
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