Targeting Using Augmented Data in Database Marketing

Language: English

Published by Springer Gabler Jun 2016, 2016

3658145765 / 9783658145767

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This item is printed on demand - Print on Demand Titel. Neuware -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.Springer-Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 368 pp. Englisch.

Seller Inventory # 9783658145767

Title
Targeting Using Augmented Data in Database Marketing
Author
Bettina Hüttenrauch
Publisher
Springer Gabler Jun 2016
Publication year
2016
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3658145765
ISBN 13
9783658145767
Item weight
476 grams
Dimensions
210x148x20 mm

buchversandmimpf2000

Emtmannsberg, BAYE, Germany

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