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Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources Bettina Huttenrauch 1st ed. 2016 edition
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Targeting Using Augmented Data in Database Marketing: Decision Factors for Evaluating External Sources
Bettina Huttenrauch
website click behavior, surveys, or social media data - can and cannot be used for data augmentation. 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.
365 pages, 49 black & white illustrations, biography
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