Targeting Using Augmented Data in Database Marketing 1st Edition by Bettina Huttenrauch ISBN 3658145773 9783658145774

Introduction to Data Augmentation in Marketing
Introduces the research problem, defines key terms, and outlines the methodology used in the study, which involves a case study approach.

Strategic Motivation for Data Augmentation
Explores both internal and external factors influencing companies’ need for data augmentation, including customer focus, targeting, and economic, technological, and sociological environments.

Literature Review on Data Augmentation
Reviews previous studies on missing data, statistical matching, and the evolution of data augmentation, particularly in marketing contexts.

Methodological Framework for Data Augmentation
Describes the specifics of data augmentation in marketing, covering customer databases, donor units, variable scales, and the construction of an augmentation model.

Test Design for Evaluating the Source Characteristics
Discusses the design of experiments to assess the source characteristics’ validity, including the formulation of hypotheses and dataset generation.

Analysis of Data Augmentation KPIs
Analyzes the key performance indicators (KPIs) used to evaluate the success of data augmentation in marketing, such as predictive accuracy and conversion rates.

Analysis of Results and Test of Hypotheses
Validates the source data mechanism and tests hypotheses about the influences of source characteristics on the augmentation process.

Limitations of Data Augmentation and Outlook
Addresses the limitations of data augmentation and suggests areas for future research, including deeper exploration of the augmentation process and new use cases.

Summary
Concludes the study with key insights and future directions for research.