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Targeting Using Augmented Data in Database Marketing
Bettina Huttenrauch
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Description for Targeting Using Augmented Data in Database Marketing
Paperback. Num Pages: 365 pages, 49 black & white illustrations, biography. BIC Classification: KJS. Category: (G) General (US: Trade). Dimension: 210 x 148 x 19. Weight in Grams: 481.
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.
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.
Product Details
Format
Paperback
Publication date
2016
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
365
Condition
New
Number of Pages
343
Place of Publication
, Germany
ISBN
9783658145767
SKU
V9783658145767
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Bettina Huttenrauch
Dr. Bettina Hüttenrauch obtained her doctorate degree at the Johannes Gutenberg Universität Mainz. She currently works as a project manager at a German airline and is responsible for building up the "Analytics Factory" for an advanced analytics program.
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