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001358069 020__ $$a9783658145774
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001358069 020__ $$z9783658145767
001358069 0247_ $$a10.1007/978-3-658-14577-4$$2doi
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001358069 050_4 $$aHF4999.2-6182
001358069 08204 $$a650
001358069 1001_ $$aHüttenrauch, geb. Krämer, Bettina.
001358069 24510 $$aTargeting Using Augmented Data in Database Marketing :$$bDecision Factors for Evaluating External Sources.
001358069 260__ $$aWiesbaden :$$bSpringer Fachmedien Wiesbaden,$$c2016.
001358069 300__ $$a1 online resource (361 pages)
001358069 336__ $$atext$$btxt$$2rdacontent
001358069 337__ $$acomputer$$bc$$2rdamedia
001358069 338__ $$aonline resource$$bcr$$2rdacarrier
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001358069 4901_ $$aSpringer Gabler Research
001358069 504__ $$aIncludes bibliographical references.
001358069 5050_ $$aIntroduction and strategic motivation to data augmentation in database marketing -- Literature review on data augmentation -- Methodological framework for data augmentation -- Test design for evaluating different source characteristics -- Analysis of data augmentation KPIs, case study results and test of hypotheses -- Limitations of data augmentation and outlook.
001358069 506__ $$aAccess limited to authorized users.
001358069 520__ $$aThis study delivers insights on which external sources - e.g. website click behavior, surveys, or social media data - can and cannot be used for data augmentation. A case study is performed to test the suitability of different sources in order to create a generalized practical guide for data augmentation in marketing. Data augmentation is a beneficial tool for companies to use external data, if the internal data basis for targeting is not sufficient to reach the customers with the highest propensity. This study shows that augmenting data from feasible sources leads to significant conversion lifts. Contents • Introduction and strategic motivation to data augmentation in database marketing • Literature review on data augmentation • Methodological framework for data augmentation • Test design for evaluating different source characteristics • Analysis of data augmentation KPIs, case study results and test of hypotheses • Limitations of data augmentation and outlook Target Groups • Researchers and students in the area of CRM, data science, database marketing, and direct marketing • Practicioners in the area of CRM, data science, database marketing, and direct marketing The Author Dr. Bettina Hüttenrauch obtained her doctorate degree at the Johannes Gutenberg Universität Mainz. She currently works as a project manager at a German airline and is responsible for building up the "Analytics Factory" for an advanced analytics program.
001358069 588__ $$aDescription based on print version record.
001358069 650_0 $$aDirect marketing.
001358069 650_0 $$aDatabase marketing.
001358069 650_0 $$aMarketing$$xManagement.
001358069 655_0 $$aElectronic books
001358069 77608 $$iPrint version:$$aHüttenrauch, geb. Krämer, Bettina.$$tTargeting Using Augmented Data in Database Marketing : Decision Factors for Evaluating External Sources.$$dWiesbaden : Springer Fachmedien Wiesbaden, ©2016$$z9783658145767
001358069 830_0 $$aSpringer Gabler research.
001358069 852__ $$bebk
001358069 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-14577-4$$zOnline Access$$91397441.1
001358069 909CO $$ooai:library.usi.edu:1358069$$pGLOBAL_SET
001358069 980__ $$aBIB
001358069 980__ $$aEBOOK
001358069 982__ $$aEbook
001358069 983__ $$aOnline
001358069 994__ $$a92$$bISE