Targeting Using Augmented Data in Database Marketing

Download or read book Targeting Using Augmented Data in Database Marketing written by Bettina Hüttenrauch and published by Springer. This book was released on 2016-06-10 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.