@article{1358069,
      recid = {1358069},
      author = {Hüttenrauch, geb. Krämer, Bettina.},
      title = {Targeting Using Augmented Data in Database Marketing :  Decision Factors for Evaluating External Sources.},
      publisher = {Springer Fachmedien Wiesbaden,},
      address = {Wiesbaden :},
      pages = {1 online resource (361 pages)},
      year = {2016},
      abstract = {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. Contents • Introduction and  strategic motivation to data augmentation in database  marketing • Literature review on data augmentation •  Methodological framework for data augmentation • Test  design for evaluating different source characteristics •  Analysis of data augmentation KPIs, case study results and  test of hypotheses • Limitations of data augmentation and  outlook Target Groups • Researchers and students in the  area of CRM, data science, database marketing, and direct  marketing • Practicioners in the area of CRM, data science,  database marketing, and direct marketing 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.},
      url = {http://library.usi.edu/record/1358069},
      doi = {https://doi.org/10.1007/978-3-658-14577-4},
}