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 SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

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
VerlagSciTePress Digital Library
Datum2013
Seiten312-319
ISBN (Print)978-989856572-3
DOIs
PublikationsstatusErschienen - 2013
Veranstaltung10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 - Reykjavik, Island
Dauer: 29.07.201331.07.2013
Konferenznummer: 10
http://www.icete.org/Program/2013/Program_Monday.htm

DOI