Targeting Using Augmented Data in Database Marketing

Decision Factors for Evaluating External Sources
1. Auflage 2016
ISBN: 978-3-658-14576-7
Verlag: Springer

Buch, Englisch, 343 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 4746 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Hüttenrauch, Bettina

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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.