Targeting Using Augmented Data in Database Marketing Decision Factor
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
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Targeting Using Augmented Data in Database Marketing Decision Factors for Evaluating External Sources
Targeting Using Augmented Data in Database Marketing
Bettina Hüttenrauch
Targeting Using Augmented Data in Database Marketing Decision Factors for Evaluating External Sources
Bettina Hüttenrauch, geb. Krämer Frankfurt, Germany Dissertation Johannes Gutenberg-Universität Mainz, 2015
OnlinePlus material to this book can be available on http://www.springer-gabler.de/978-3-658-14577-4 ISBN 978-3-658-14576-7 ISBN 978-3-658-14577-4 (eBook) DOI 10.1007/978-3-658-14577-4 Library of Congress Control Number: 2016942900 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH
Preface
This dissertation is the result of my studies on data augmentation in database marketing. I am particularly interested in data and how it can be used to differentiate people in order to automatically generate individualized communication. I am always surprised on how much data we leave behind as digital footprints and – at the same time – how little we know about our customers as database marketing analysts. It is my utmost concern to reduce this information gap. I have concentrated on the combination of statistics and communication during my media management degree at the University of Mainz. After an internship at Lufthansa German Airlines, I was granted the possibility to conduct my first data augmentation for the database marketing department at Miles & More, the frequent flyer program of Lufthansa. I was employed as a database marketing analyst in 2010 and have been working in this exciting field since. There are enterprises specialized in data collecting and usage, e.g. Google, Facebook, and Apple. When using their platforms, we experience targeted communication. However, we seldom really notice it, becau
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