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/worksArticle in conference proceedingsResearchpeer-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: 29.07.201331.07.2013
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

DOI

Recently viewed

Activities

  1. The Expert in the Loop: Developing a Provenance Linked Open Data Management Platform
  2. Digital Control of a Camless Engine Using Lyapunov Approach with Backward Euler Approximation
  3. Presentation of the paper entitled: "Combining a PI Controller with an Adaptive Feedforward Control in PMSM"
  4. Presentation of the paper entitled: "Case Study: Aspects of Fuzzy Controller Implementation in Embedded Systems"
  5. Combining flatness based feedforward action with a fractional PI regulator to control the intake valve engine
  6. All Surface: Blobs and the Liquefaction of Architecture
  7. Comparing Two Voltage Observers in a Sensorsystem using Repetitive Control
  8. Feedback in the context of digital media: The effectiveness of a mathematics teaching-learning platform and its usage and perception by students
  9. Probabilistic and discrete methods for the computational study of coherent behavior in flows
  10. Can the ability to identify criteria explain why some selection procedures work? Results and unresolved issues
  11. A Dynamic Signal Analyzer. Analysis and Synthesis of Speech at the Biological Computer Laboratory
  12. Optimal trajectory generation using MPC in robotino and its implementation with ROS system
  13. Keynote speech entitled: "A Stabilizing Control Strategy for a Bank System using State Space and Sliding Mode Control Approach with an Extended Kalman Filter"
  14. Enhancing metacognition by using flipping classroom with geogebra
  15. An MPC for an Aggregate Actuator with a Self-Tuning Feedforward Control
  16. From Projects and Formats to Communities

Publications

  1. Rebounded PSO Method for Sigmoid PID Controller for a Maglev System with Input Saturation
  2. Joint entity and relation linking using EARL
  3. Finding Similar Movements in Positional Data Streams
  4. Entropy-guided feature generation for structured learning of Portuguese dependency parsing
  5. Learning Rotation Sensitive Neural Network for Deformed Objects' Detection in Fisheye Images
  6. A multi input sliding mode control for Peltier Cells using a cold-hot sliding surface
  7. Digital Control of a Camless Engine Using Lyapunov Approach with Backward Euler Approximation
  8. Unidimensional and Multidimensional Methods for Recurrence Quantification Analysis with crqa
  9. Different approaches to learning from errors: Comparing the effectiveness of high reliability and error management approaches
  10. Evaluating the construct validity of Objective Personality Tests using a multitrait-multimethod-Multioccasion-(MTMM-MO)-approach
  11. Cross-document coreference resolution using latent features
  12. The Use of Genetic Algorithm for PID Controller Auto-Tuning in ARM CORTEX M4 Platform
  13. Methodologies for Noise and Gross Error Detection using Univariate Signal-Based Approaches in Industrial Application
  14. Binary Random Nets I
  15. Methodologies for noise and gross error detection using univariate signal-based approaches in industrial applications
  16. Evolutionary generation of dispatching rule sets for complex dynamic scheduling problems
  17. Ant colony optimization algorithm and artificial immune system applied to a robot route
  18. Development of a Didactic Graphical Simulation Interface on MATLAB for Systems Control
  19. Knowledge Graph Question Answering Using Graph-Pattern Isomorphism
  20. Modified dynamic programming approach for offline segmentation of long hydrometeorological time series
  21. Using Euler Discrete Approximation to Control an Aggregate Actuator in Camless Engines
  22. Random measurement and prediction errors limit the practical relevance of two velocity sensors to estimate the 1RM back squat
  23. Framework for the Parallelized Development of Estimation Tasks for Length, Area, Capacity and Volume in Primary School - A Pilot Study
  24. Using protochirons for three-dimensional coding of certain chemical structures.
  25. Substructure, subgraph, and walk counts as measures of the complexity of graphs and molecules.
  26. Multidimensional recurrence quantification analysis (MdRQA) for the analysis of multidimensional time-series
  27. Evaluation of Time/Phase Parameters in Frequency Measurements for Inertial Navigation Systems
  28. Application of non-convex rate dependent gradient plasticity to the modeling and simulation of inelastic microstructure development and inhomogeneous material behavior
  29. An MPC for an Aggregate Actuator with a Self-Tuning Feedforward Control
  30. Model inversion using fuzzy neural network with boosting of the solution
  31. A model predictive control for an aggregate actuator with a self-tuning initial condition procedure in combustion engines
  32. A discrete approximate solution for the asymptotic tracking problem in affine nonlinear systems
  33. Neural network-based adaptive fault-tolerant control for strict-feedback nonlinear systems with input dead zone and saturation