Targeting Using Augmented Data in Database Marketing : Decision Factors for Evaluating External Sources
Language: English
Published by Springer VS, 2016
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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Druck auf Anfrage Neuware - Printed after ordering - 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.
Seller Inventory # 9783658145767
- Title
- Targeting Using Augmented Data in Database Marketing : Decision Factors for Evaluating External Sources
- Author
- Bettina Hüttenrauch
- Publisher
- Springer VS
- Publication year
- 2016
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3658145765
- ISBN 13
- 9783658145767
- Item weight
- 476 grams
- Dimensions
- 210x148x20 mm
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