Krämer, Bettina Hüttenrauch, geb.
Targeting Using Augmented Data in Database Marketing
Table of contents
1. Introduction to data augmentation in marketing
Bettina Hüttenrauch
2. Strategic motivation for data augmentation
Bettina Hüttenrauch
3. Literature review on data augmentation
Bettina Hüttenrauch
4. Methodological framework for data augmentation
Bettina Hüttenrauch
5. Test design for evaluating the source characteristics
Bettina Hüttenrauch
6. Analysis of data augmentation KPIs
Bettina Hüttenrauch
7. Analysis of results and test of hypotheses
Bettina Hüttenrauch
8. Limitations of data augmentation and outlook
Bettina Hüttenrauch
9. Summary
Bettina Hüttenrauch
Keywords: Business and Management, Marketing
- Author(s)
- Krämer, Bettina Hüttenrauch, geb.
- Publisher
- Springer
- Publication year
- 2016
- Language
- en
- Edition
- 1
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9783658145774
- Printed ISBN
- 978-3-658-14576-7
