Targeting Using Augmented Data in Database Marketing
ISBN:
978-3-658-14576-7
Auflage:
1st ed. 2016
Verlag:
Springer Fachmedien Wiesbaden GmbH
Land des Verlags:
Deutschland
Erscheinungsdatum:
22.06.2016
Format:
Softcover
Seitenanzahl:
343
Lieferung in 5-10 Werktagen
Versandkostenfrei ab 40 Euro in Österreich
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.
Schlagwörter
Biografische Anmerkung
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.
