1. //
  2. Start
  3. //
  4. Publikationen
  5. Modeling the Clickstream Across Multiple...
  6. Formate
  7. //

Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals

Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet

Standard

Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals. / Nottorf, Florian.
in: Electronic Commerce Research and Applications, Jahrgang 13, Nr. 1, 01.2014, S. 45-55.

Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet

Harvard

Nottorf, F 2014, 'Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals', Electronic Commerce Research and Applications, Jg. 13, Nr. 1, S. 45-55. https://doi.org/10.1016/j.elerap.2013.07.004

APA

Nottorf, F. (2014). Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals. Electronic Commerce Research and Applications, 13(1), 45-55. https://doi.org/10.1016/j.elerap.2013.07.004

Vancouver

Nottorf F. Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals. Electronic Commerce Research and Applications. 2014 Jan;13(1):45-55. doi: 10.1016/j.elerap.2013.07.004

Bibtex

@article{d5cbc64a5c734d23b69c8938e9aed56e,
title = "Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals",
abstract = "The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.",
keywords = "Informatics, Baysian mixture, Consumer behavior, Display advertising, Paid search advertising, Retargeting",
author = "Florian Nottorf",
year = "2014",
month = jan,
doi = "10.1016/j.elerap.2013.07.004",
language = "English",
volume = "13",
pages = "45--55",
journal = "Electronic Commerce Research and Applications",
issn = "1567-4223",
publisher = "Elsevier B.V.",
number = "1",

}

RIS

TY - JOUR

T1 - Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals

AU - Nottorf, Florian

PY - 2014/1

Y1 - 2014/1

N2 - The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.

AB - The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.

KW - Informatics

KW - Baysian mixture

KW - Consumer behavior

KW - Display advertising

KW - Paid search advertising

KW - Retargeting

UR - http://www.scopus.com/inward/record.url?scp=84893774172&partnerID=8YFLogxK

U2 - 10.1016/j.elerap.2013.07.004

DO - 10.1016/j.elerap.2013.07.004

M3 - Journal articles

VL - 13

SP - 45

EP - 55

JO - Electronic Commerce Research and Applications

JF - Electronic Commerce Research and Applications

SN - 1567-4223

IS - 1

ER -

DOI

Zuletzt angesehen

Forschende

  1. Mathis Brinkmann

Aktivitäten

  1. All Surface: Blobs and the Liquefaction of Architecture
  2. Deterministic and Stochastic Models for Rota Scheduling in Public Bus Transport
  3. Simulation and Evaluation of Control Mechanisms for Mobile Robot Fulfillment Systems
  4. International Workshop - Pragmatic Markers, Discourse Markers and Modal Particles: What do we know and where do we go from here?
  5. Navigating in the Digital Jungle: Articulating Combinatory Affordances of Digital Infrastructures for Collaboration
  6. A Lyapunov based PI controller with an anti-windup scheme for a purification process of potable water
  7. Developing an ontology for data science projects to facilitate the design process of a canvas
  8. On the validity of a mathematics test for the selection of university applicants for a teacher training programme
  9. Agile Portfolio Management Patterns - A Research Design
  10. Digital Transformation and Digital Business
  11. 17th Trends in Enterprise Architecture Research Workshop
  12. Benelux Conference on Artificial Intelligence 2017
  13. Implementing internet-based interventions for symptoms of depression and stress - results from a german routine care project
  14. Transparency in Research
  15. Stimmtraining - 2009
  16. Efficacy of an online- and smartphone-based Gratitude training for employees with elevated cognitive irritation - a secondary analysis of a randomized controlled trial
  17. Sub-Plenary: Partial Organization: Perspectives, Promises and Pitfalls after a Decade of Research
  18. 2023 Americas Conference on Information Systems
  19. European Conference on Information Systems 2023 (Veranstaltung)
  20. Changing ID Systems in West Africa and their Implications
  21. 12. Internationale Tagung Wirtschaftsinformatik 2015 - WI2015
  22. Undoing the ‘Migration Crisis’ Statistics. The Displacement Tracking Matrix by the International Organization for Migration and its Discontents in Niger
  23. The Sociotechnical Lives of Digital Identification: Intermediaries, Citizenship and Belonging
  24. African Migration Research Networks: Where Next?
  25. d3con - 2015
  26. A daily diary study on humor at work: Some preliminary findings
  27. Datenschutz (Organisation)
  28. Wo das Land zu Ende ist
  29. 82nd Annual Meeting of the Academy of Management - AOM 2022
  30. Video Case Studies in Online Teaching. Insights from an International Study Program
  31. Intersectionality as a lens to educational inequalities during and after the COVID-19 pandemic
  32. Die Adresse des Motivs. Oder: Das Schreiben der Ähnlichkeit
  33. Information Systems Journal (Fachzeitschrift)
  34. Wissensintegration und Wissenstransfer in der transdisziplinären Nachhaltigkeitsforschung: Das Beispiel Global TraPs.