Targeting using augmented data in database marketing

Decision Factors for Evaluating External Sources

Autori

• Bettina Hüttenrauch

Parametri

• 368 pagine
• 13 ore di lettura

• Libri di testo
• Libri di testo universitari

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2016

(In brossura)