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Targeting Using Augmented Data in Database Marketing Decision Factors for Evaluating External Sources /
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 augment...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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| Edición: | 1st ed. 2016. |
| Temas: | |
| Acceso en línea: | Texto Completo |
Tabla de Contenidos:
- 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.