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Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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.
Original languageEnglish
Title of host publicationDCNET 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
EditorsMohammad S. Obaidat
Number of pages8
PublisherScience and Technology Publications, Lda (SciTePress)
Publication date01.01.2013
Pages312-319
ISBN (print)978-989856572-3
DOIs
Publication statusPublished - 01.01.2013
Event10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 - Reykjavik, Iceland
Duration: 29.07.2013 → 31.07.2013
Conference number: 10
http://www.icete.org/Program/2013/Program_Monday.htm

    Research areas

  • Economics - A/b testing, Bayesian parameter estimation, Bayesian statistics, Paid search advertising, Sponsored search

Related projects

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

    Project: Transfer (R&D project)

Other publications by the same author(s)

Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?

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. (eds.). Science and Technology Publications, Lda (SciTePress), p. 55-62 8 p. (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).

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Blask, T., 2014, Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag, p. 25-37 13 p. (Environmental Science and Engineering).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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

Blask, T.-B., 2013, INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Hornbach, M. (ed.). Bonn: Gesellschaft für Informatik e.V., p. 852-863 12 p. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); vol. 220).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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. (eds.). Springer Verlag, Vol. 314. p. 129-140 12 p. (Communications in Computer and Information Science; vol. 314).

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

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. (eds.). Science and Technology Publications, Lda (SciTePress), p. 14-21 8 p. (ICE-B 2011 - Proceedings of the International Conference on e-Business).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

DOI

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