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About this book
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.
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Table of contents (9 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Targeting Using Augmented Data in Database Marketing
Book Subtitle: Decision Factors for Evaluating External Sources
Authors: Bettina Hüttenrauch, geb. Krämer
DOI: https://doi.org/10.1007/978-3-658-14577-4
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-14576-7Published: 22 June 2016
eBook ISBN: 978-3-658-14577-4Published: 10 June 2016
Edition Number: 1
Number of Pages: XXII, 343
Number of Illustrations: 49 b/w illustrations
Topics: Marketing