Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising
Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet
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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
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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 -