Relevant Marketing Based on Operational Databases, Surveys, Online Sources, and Social Media Data – The Potential of Integrating External Information Sources into the Customer Database: A Simulation Study Evaluating Different Sources by Means of their Specific Characteristics

  • Published 2013

Abstract

Introduction Today, marketing budgets are monitored closely. ROIs are calculated and information is sought to be conveyed to the right person at the right point and the right time. Relevance is the keyword dominating all activities, and data is its foundation. With the vast amount of data collected today, relevant communication should be very easy to… (More)

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@inproceedings{2013RelevantMB, title={Relevant Marketing Based on Operational Databases, Surveys, Online Sources, and Social Media Data – The Potential of Integrating External Information Sources into the Customer Database: A Simulation Study Evaluating Different Sources by Means of their Specific Characteristics}, author={}, year={2013} }