Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources book cover by Bettina Hüttenrauch

Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources [9783658145767]

Name: Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources [9783658145767]
SKU: 9783658145767
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Author: Bettina Hüttenrauch

Paperback

SKU: 9783658145767

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Overview

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.

The book, Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources [Bulk, Wholesale, Quantity] ISBN#9783658145767 in Paperback by Bettina Hüttenrauch may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.

Details

Author:

Bettina Hüttenrauch

Format:

Paperback

Publication Date:

06/22/2016

ISBN-13:

9783658145767

Pages:

343

Publisher:

Springer Fachmedien Wiesbaden

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