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

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