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

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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 ...

Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources 2016, Springer Gabler

ISBN-13: 9783658145767

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