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 generalized practical guide
for data augmentation in marketing. Data augmentation is a beneficial tool for companies to use
external data if the internal data basis for targeting is not sufficient to reach the
customers with the highest propensity. This study shows that augmenting data from feasible
sources leads to significant conversion lifts.
