Targeting Using Augmented Data in Database Marketing Decision Factors for Evaluating External Sources /
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 augment...
Κύριος συγγραφέας: | |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- Introduction and strategic motivation to data augmentation in database marketing
- Literature review on data augmentation
- Methodological framework for data augmentation
- Test design for evaluating different source characteristics
- Analysis of data augmentation KPIs, case study results and test of hypotheses
- Limitations of data augmentation and outlook.