Targeting Using Augmented Data in Database Marketing

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.”

Table of Contents

Chapter 1 Introduction to data augmentation in marketing
Chapter 2 Strategic motivation for data augmentation
Chapter 3 Literature review on data augmentation
Chapter 4 Methodological framework for data augmentation
Chapter 5 Test design for evaluating the source characteristics
Chapter 6 Analysis of data augmentation KPIs
Chapter 7 Analysis of results and test of hypotheses
Chapter 8 Limitations of data augmentation and outlook
Chapter 9 Summary