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Targeting using augmented data in da...

Huttenrauch, Bettina.

Targeting using augmented data in database marketingdecision factors for evaluating external sources /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Targeting using augmented data in database marketingby Bettina Huttenrauch, geb. Kramer.
Reminder of title:	decision factors for evaluating external sources /
Author:	Huttenrauch, Bettina.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2016.
Description:	xxii, 343 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Direct marketing.
Online resource:	http://dx.doi.org/10.1007/978-3-658-14577-4
ISBN:	9783658145774$q(electronic bk.)

Targeting using augmented data in database marketingdecision factors for evaluating external sources /
Huttenrauch, Bettina.

Targeting using augmented data in database marketingdecision factors for evaluating external sources /[electronic resource] :by Bettina Huttenrauch, geb. Kramer. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xxii, 343 p. :ill., digital ;24 cm.

Introduction and strategic motivation to data augmentation in database marketing -- Literature review on data augmentation -- Methodological framework for data augmentation -- Test design for evaluating different source characteristics -- Analysis of data augmentation KPIs, case study results and test of hypotheses -- Limitations of data augmentation and outlook.

ISBN: 9783658145774$q(electronic bk.)

Standard No.: 10.1007/978-3-658-14577-4doiSubjects--Topical Terms:

209672
Direct marketing.

LC Class. No.: HF5415.126 / .H88 2016

Dewey Class. No.: 658.802

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