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

Tobias-Benedikt Blask

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

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

Standard

Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. / Blask, Tobias-Benedikt.
INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Hrsg. / Matthias Hornbach. Bonn: Gesellschaft für Informatik e.V., 2013. S. 852-863 (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); Band 220).

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

Harvard

Blask, T-B 2013, Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. in M Hornbach (Hrsg.), INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI), Bd. 220, Gesellschaft für Informatik e.V., Bonn, S. 852-863, 43. Jahrestagung der Gesellschaft für Informatik - INFORMATIK 2013, Koblenz, Rheinland-Pfalz, Deutschland, 16.09.13. <https://dl.gi.de/handle/20.500.12116/20801>

APA

Blask, T.-B. (2013). Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. In M. Hornbach (Hrsg.), INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt (S. 852-863). (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); Band 220). Gesellschaft für Informatik e.V.. https://dl.gi.de/handle/20.500.12116/20801

Vancouver

Blask TB. Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. in Hornbach M, Hrsg., INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Bonn: Gesellschaft für Informatik e.V. 2013. S. 852-863. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI)).

Bibtex

@inbook{09b95d4a00164fb1b93dfdf26346d458,

title = "Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising",

abstract = "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).",

keywords = "Sustainability sciences, Management & Economics",

author = "Tobias-Benedikt Blask",

note = "Publisher Copyright: {\textcopyright} 2013 Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI).; 43. Annual Meeting of the German Informatics Society (GI) - Informatics 2013 : Computer Science Adapting to Individuals, Organizations and Environment, INFORMATIK 2013 ; Conference date: 16-09-2013 Through 20-09-2013",

year = "2013",

language = "English",

isbn = "978-3-88579-614-5",

series = "Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI)",

publisher = "Gesellschaft f{\"u}r Informatik e.V.",

pages = "852--863",

editor = "Matthias Hornbach",

booktitle = "INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt",

address = "Germany",

url = "https://gi.de/fileadmin/GI/Hauptseite/Ueber_uns/Historie/Programmheft-INFORMATIK2013.pdf",

}

RIS

TY - CHAP

T1 - Bayesian Parameter Estimation in Green Business Process Management

T2 - 43. Annual Meeting of the German Informatics Society (GI) - Informatics 2013

AU - Blask, Tobias-Benedikt

N1 - Conference code: 43

PY - 2013

Y1 - 2013

N2 - 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).

AB - 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).

KW - Sustainability sciences, Management & Economics

UR - http://www.scopus.com/inward/record.url?scp=85083249011&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/940eaf19-8d13-3a5e-86b3-394851e0277b/

M3 - Article in conference proceedings

SN - 978-3-88579-614-5

T3 - Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI)

SP - 852

EP - 863

BT - INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt

A2 - Hornbach, Matthias

PB - Gesellschaft für Informatik e.V.

CY - Bonn

Y2 - 16 September 2013 through 20 September 2013

ER -

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