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.
Targeting Using Augmented Data in Database Marketing
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Description
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.
Inhaltsangabe:Zusammenfassung:Marketingfachleute haben erkannt, dass der Konsument im 21. Jahrhundert mit einer unzumutbaren Zunahme von Werbekontakten konfrontiert ist und gegenüber den...
Computer-Assisted Diagnostics (CAD) using Convolutional Neural Network (CNN) model has become an important technology in the medical industry, improving the accuracy of diagnostics. However, the lack...
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