Abstract
Although marketing specialists spend a considerable amount of time, money, and know-how on relevant marketing campaigns, everybody is confronted with more less than well personalized advertisements every day. Relevance in this context is defined by attracting the positive attention of the recipient to the content or offer. While it can take weeks, if not months, to create these campaigns, the customers receiving the offer only need seconds to decide whether an offer is relevant or not.
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© 2016 Springer Fachmedien Wiesbaden
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Hüttenrauch, B. (2016). Introduction to data augmentation in marketing. In: Targeting Using Augmented Data in Database Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-14577-4_1
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DOI: https://doi.org/10.1007/978-3-658-14577-4_1
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-14576-7
Online ISBN: 978-3-658-14577-4
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