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Targeting Using Augmented Data in Database Marketing

Decision Factors for Evaluating External Sources

  • Book
  • © 2016

Overview

Authors:
  1. Bettina Hüttenrauch, geb. Krämer

    1. Frankfurt, Germany

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Table of contents (9 chapters)

  1. Front Matter

    Pages I-XXII
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  2. Introduction to data augmentation in marketing

    • Bettina Hüttenrauch
    Pages 1-39

  3. Strategic motivation for data augmentation

    • Bettina Hüttenrauch
    Pages 41-70

  4. Literature review on data augmentation

    • Bettina Hüttenrauch
    Pages 71-104

  5. Methodological framework for data augmentation

    • Bettina Hüttenrauch
    Pages 105-138

  6. Test design for evaluating the source characteristics

    • Bettina Hüttenrauch
    Pages 139-174

  7. Analysis of data augmentation KPIs

    • Bettina Hüttenrauch
    Pages 175-232

  8. Analysis of results and test of hypotheses

    • Bettina Hüttenrauch
    Pages 233-278

  9. Limitations of data augmentation and outlook

    • Bettina Hüttenrauch
    Pages 279-290

  10. Summary

    • Bettina Hüttenrauch
    Pages 291-302

  11. Back Matter

    Pages 303-343
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Keywords

About this book

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.

Authors and Affiliations

  • Frankfurt, Germany

    Bettina Hüttenrauch, geb. Krämer

About 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.

Bibliographic Information

  • Book Title: Targeting Using Augmented Data in Database Marketing

  • Book Subtitle: Decision Factors for Evaluating External Sources

  • Authors: Bettina Hüttenrauch, geb. Krämer

  • DOI: https://doi.org/10.1007/978-3-658-14577-4

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2016

  • Softcover ISBN: 978-3-658-14576-7Published: 22 June 2016

  • eBook ISBN: 978-3-658-14577-4Published: 10 June 2016

  • Edition Number: 1

  • Number of Pages: XXII, 343

  • Number of Illustrations: 49 b/w illustrations

  • Topics: Marketing

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