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Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

Authors

We develop and perform a non reactive A/B-test setting that enables us to evaluate the influence of green marketing signals on the customer's decision to take a specific online-shop into account in the process of buying a specific product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated by a European e-commerce retailer, apply a Bayesian parameter estimation to compare specific advertisements and discuss the implications of the results.
OriginalspracheEnglisch
TitelDCNET 2013 ICE-B 2013 OPITICS 2013 ICETE 2013 : Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication
HerausgeberMohammad S. Obaidat
Anzahl der Seiten8
VerlagScience and Technology Publications, Lda (SciTePress)
Erscheinungsdatum01.01.2013
Seiten312-319
ISBN (Print)978-989856572-3
DOIs
PublikationsstatusErschienen - 01.01.2013
Veranstaltung10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 - Reykjavik, Island
Dauer: 29.07.2013 → 31.07.2013
Konferenznummer: 10
http://www.icete.org/Program/2013/Program_Monday.htm

Zugehörige Projekte

  • SEM Account Aggregation - ein Verfahren zur Optimierung der Suchmaschinenwerbung in KMU

    Projekt: Transfer (FuE-Projekt)

Weitere Publikationen dieser Person(en)

Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?

Blask, T.-B., 01.01.2014, ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications. Holzinger, A., van Sinderen, M., Dolog, P. & Obaidat, M. S. (Hrsg.). Science and Technology Publications, Lda (SciTePress), S. 55-62 8 S. (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications).

Publikation: Beiträge in Sammelwerken › Abstracts in Konferenzbänden › Forschung › begutachtet

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Blask, T., 2014, Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag, S. 25-37 13 S. (Environmental Science and Engineering).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising

Blask, T.-B., 2013, INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Hornbach, M. (Hrsg.). Bonn: Gesellschaft für Informatik e.V., S. 852-863 12 S. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); Band 220).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

To Bid or Not To Bid? Investigating Retail-Brand Keyword Performance in Sponsored Search Advertising

Blask, T.-B., Funk, B. & Schulte, R., 2012, E-Business and Telecommunications: International Joint Conference, ICETE 2011 Seville, Spain, July 18-21, 2011 Revised Selected Papers. Obaidat, M. S., Sevillano, J. L. & Filipe, J. (Hrsg.). Springer Verlag, Band 314. S. 129-140 12 S. (Communications in Computer and Information Science; Band 314).

Publikation: Beiträge in Sammelwerken › Aufsätze in Sammelwerken › Forschung › begutachtet

Should Companies Bid on their Own Brand in Sponsored Search ?

Blask, T., Funk, B. & Schulte, R., 2011, ICE-B 2011: Proceedings of the International Conference on e-Business. Marca, D. A., Shishkov, B. & van Sinderen, M. (Hrsg.). Science and Technology Publications, Lda (SciTePress), S. 14-21 8 S. (ICE-B 2011 - Proceedings of the International Conference on e-Business).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

DOI

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  3. Enhancing Performance of Level System Modeling with Pseudo-Random Signals
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  5. Using Complexity Metrics to Assess Silent Reading Fluency
  6. Using Local and Global Self-Evaluations to Predict Students' Problem Solving Behaviour
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  8. XOperator - Interconnecting the semantic web and instant messaging networks
  9. Continuous 3D scanning mode using servomotors instead of stepping motors in dynamic laser triangulation
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  11. Digital Control of a Camless Engine Using Lyapunov Approach with Backward Euler Approximation
  12. A coding scheme to analyse global text processing in computer supported collaborative learning: What eye movements can tell us
  13. Tracing exploratory modes in digital collections of museum Web sites using reverse information architecture
  14. Using the flatness of DC-Drives to emulate a generator for a decoupled MPC using a geometric approach for motion control in Robotino
  15. Intersection tests for the cointegrating rank in dependent panel data
  16. Methodologies for Noise and Gross Error Detection using Univariate Signal-Based Approaches in Industrial Application
  17. Correlation between mechanical behaviour and microstructure in the Mg-Ca-Si-Sr system for degradable biomaterials based on thermodynamic calculations
  18. Classical PI Controllers with Anti-Windup Techniques Applied on Level Systems
  19. Analysis and comparison of two finite element algorithms for dislocation density based crystal plasticity
  20. Methodologies for noise and gross error detection using univariate signal-based approaches in industrial applications
  21. Joint entity and relation linking using EARL
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  26. Contributions of declarative and procedural memory to accuracy and automatization during second language practice
  27. More input, better output
  28. Modeling and numerical simulation of multiscale behavior in polycrystals via extended crystal plasticity
  29. A geometric approach for controlling an electromagnetic actuator with the help of a linear Model Predictive Control
  30. Universal Threshold Calculation for Fingerprinting Decoders using Mixture Models
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