عنوان

Targeting using augmented data in database marketing :

شابک

3658145765

شابک

3658145773

شابک

9783658145767

شابک

9783658145774

شابک اشتباه

9783658145767

شماره

b435253

عنوان اصلي

Targeting using augmented data in database marketing :

نام عام مواد

[Book]

ساير اطلاعات عنواني

decision factors for evaluating external sources /

نام نخستين پديدآور

Bettina Hüttenrauch

نام خاص و کميت اثر

1 online resource.

عنوان فروست

Springer Gabler Research

متن يادداشت

Includes bibliographical references

متن يادداشت

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

بدون عنوان

0

متن يادداشت

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

عنوان

Targeting using augmented data in database marketing : decision factors for evaluating external sources.

شماره استاندارد بين المللي کتاب و موسيقي

9783658145767

موضوع مستند نشده

Database marketing.

موضوع مستند نشده

Direct marketing.

موضوع مستند نشده

Marketing-- Management.

موضوع مستند نشده

BUS-- 041000

موضوع مستند نشده

BUS-- 042000

موضوع مستند نشده

BUS-- 043000

موضوع مستند نشده

BUS-- 043010

موضوع مستند نشده

BUS-- 082000

موضوع مستند نشده

BUS-- 085000

شماره

ويراست

شماره رده

مستند نام اشخاص تاييد نشده

Hüttenrauch, Bettina

مستند نام تنالگان تاييد نشده

Ohio Library and Information Network.

تاريخ عمليات

20161014095943.4

قواعد فهرست نويسي ( بخش توصيفي )

pn

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y