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

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

Authors

Companies take their responsibilities for a sustainable planet more and more seriously. For online-retail businesses a significant share of all C02 emissions is generated by delivering goods to their clients. Now various companies are implementing a greener logistic chain into their business processes. What is a central question for these performance driven companies in this context is whether it pays to invest in additional costs for carbon neutral delivery and if the customers appreciate these steps and prefer retailers that behave in this manner. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and demonstrate the advantages of the given Bayesian approach in comparison to the application of Null Hypothesis Significance Testing (NHST).

OriginalspracheEnglisch
TitelINFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt
HerausgeberMatthias Hornbach
Anzahl der Seiten12
ErscheinungsortBonn
VerlagGesellschaft für Informatik e.V.
Erscheinungsdatum2013
Seiten852-863
ISBN (Print)978-3-88579-614-5
ISBN (elektronisch)978-3-88579-614-5
PublikationsstatusErschienen - 2013
Veranstaltung43. Jahrestagung der Gesellschaft für Informatik - INFORMATIK 2013: Informatik Angepasst an Mensch, Organisation und Umwelt - Universität Koblenz-Landau, Campus Koblenz Fachbereich Informatik, Koblenz, Deutschland
Dauer: 16.09.2013 → 20.09.2013
Konferenznummer: 43
https://gi.de/fileadmin/GI/Hauptseite/Ueber_uns/Historie/Programmheft-INFORMATIK2013.pdf

Bibliographische Notiz

Publisher Copyright:
© 2013 Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI).

Zugehörige Projekte

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

    Projekt: Transfer (FuE-Projekt)

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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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Blask, T.-B., 01.01.2013, DCNET 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. Obaidat, M. S. (Hrsg.). Science and Technology Publications, Lda (SciTePress), S. 312-319 8 S. (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems).

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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).

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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).

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