Targeting Using Augmented Data in Database Marketing Decision Factors for Evaluating External Sources /

• Main Author: Hüttenrauch, geb. Krämer, Bettina (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Subjects: Business.; Marketing.; Business and Management.

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...

Table of Contents:

• 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.