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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)

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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).

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

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

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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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