1. //
  2. Start
  3. //
  4. Publications
  5. Applying Bayesian Parameter Estimation t...
  6. Output formats
  7. //

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

Standard

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising. / Blask, Tobias-Benedikt.
DCNET 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. ed. / Mohammad S. Obaidat. Science and Technology Publications, Lda (SciTePress), 2013. p. 312-319 (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems).

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

Harvard

Blask, T-B 2013, Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising. in MS Obaidat (ed.), DCNET 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. ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems, Science and Technology Publications, Lda (SciTePress), pp. 312-319, 10th International Joint Conference on E-Business and Telecommunications - ICETE 2013, Reykjavik, Iceland, 29.07.13. https://doi.org/10.5220/0004523603120319

APA

Blask, T.-B. (2013). Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising. In M. S. Obaidat (Ed.), DCNET 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 (pp. 312-319). (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems). Science and Technology Publications, Lda (SciTePress). https://doi.org/10.5220/0004523603120319

Vancouver

Blask TB. Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising. In Obaidat MS, editor, DCNET 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. Science and Technology Publications, Lda (SciTePress). 2013. p. 312-319. (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems). doi: 10.5220/0004523603120319

Bibtex

@inbook{217e08d4eeb74c72be18ab8084ab7c87,
title = "Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising",
abstract = "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.",
keywords = "Economics, A/b testing, Bayesian parameter estimation, Bayesian statistics, Paid search advertising, Sponsored search",
author = "Tobias-Benedikt Blask",
year = "2013",
month = jan,
day = "1",
doi = "10.5220/0004523603120319",
language = "English",
isbn = "978-989856572-3",
series = "ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems",
publisher = "Science and Technology Publications, Lda (SciTePress)",
pages = "312--319",
editor = "Obaidat, {Mohammad S.}",
booktitle = "DCNET 2013 ICE-B 2013 OPITICS 2013 ICETE 2013",
address = "Portugal",
note = "10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 ; Conference date: 29-07-2013 Through 31-07-2013",
url = "http://www.icete.org/Program/2013/Program_Monday.htm",

}

RIS

TY - CHAP

T1 - Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications

T2 - 10th International Joint Conference on E-Business and Telecommunications - ICETE 2013

AU - Blask, Tobias-Benedikt

N1 - Conference code: 10

PY - 2013/1/1

Y1 - 2013/1/1

N2 - 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.

AB - 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.

KW - Economics

KW - A/b testing

KW - Bayesian parameter estimation

KW - Bayesian statistics

KW - Paid search advertising

KW - Sponsored search

UR - http://www.scopus.com/inward/record.url?scp=84887665180&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/0fddec03-a451-38e2-b2b3-e0750657e685/

U2 - 10.5220/0004523603120319

DO - 10.5220/0004523603120319

M3 - Article in conference proceedings

SN - 978-989856572-3

T3 - ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems

SP - 312

EP - 319

BT - DCNET 2013 ICE-B 2013 OPITICS 2013 ICETE 2013

A2 - Obaidat, Mohammad S.

PB - Science and Technology Publications, Lda (SciTePress)

Y2 - 29 July 2013 through 31 July 2013

ER -

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

Recently viewed

Researchers

  1. Timo Janca

Publications

  1. FFTSMC with Optimal Reference Trajectory Generated by MPC in Robust Robotino Motion Planning with Saturating Inputs
  2. Template-based Question Answering using Recursive Neural Networks
  3. Construct Objectification and De-Objectification in Organization Theory
  4. Efficient Order Picking Methods in Robotic Mobile Fulfillment Systems
  5. Guided discovery learning with computer-based simulation games
  6. On the Difficulty of Forgetting
  7. A high-resolution approach for the spatiotemporal analysis of forest canopy space using terrestrial laser scanning data
  8. Circular Scanning Resolution Improvement by its Velocity Close Loop Control
  9. Different facets of tree sapling diversity influence browsing intensity by deer dependent on spatial scale
  10. Integration of laboratory experiments into introductory electrical engineering courses
  11. The relationship between audit committees, external auditors, and internal control systems
  12. Hill–Chao numbers allow decomposing gamma multifunctionality into alpha and beta components
  13. Digging into the roots
  14. The interplay between posture control and memory for spatial locations
  15. Robust and Optimal Control Designed for Autonomous Surface Vessel Prototypes
  16. Integration of demand forecasts in ABC-XYZ analysis
  17. Trajectory tracking using MPC and a velocity observer for flat actuator systems in automotive applications
  18. Towards a New Aesthetic
  19. "Doing" Sustainability Assessment in Different Consumption and Production Contexts-Lessons from Case Study Comparison
  20. Design of an Information-Based Distributed Production Planning System
  21. An Unusual Encounter with Oneself
  22. Extending talk on a prescribed discussion topic in a learner-native speaker eTandem learning task
  23. Web-Based Drills in Maths Using a Computer Algebra System
  24. Learner characteristics and information processing in multimedia learning
  25. Health State Valuation Methods and Reference Points
  26. Exploring the Unknown
  27. Take the money and run? Implementation and disclosure of environmentally-oriented crowdfunding projects
  28. Nonlinear anisotropic boundary value problems – regularity results and multiscale discretizations
  29. Personalization strategies in digital mental health interventions: a systematic review and conceptual framework for depressive symptoms
  30. Local responses to global technological change.
  31. Experimental analysis of measurement process for a QCM using the pulse coincidence method
  32. Structural Adaptation Triggers in the CAP
  33. Corrigendum to ‘Likelihood‐based cointegration tests in heterogeneous panels’
(Larsson R., J. Lyhagen and M. Löthgren, Econometrics Journal, 4, 2001, 109–142)
  34. Project-Mentoring in Engineering Education - a competence-oriented teaching and learning approach
  35. Correction to: Operative communication: project Cybersyn and the intersection of information design, interface design, and interaction design (AI & SOCIETY, (2022), 10.1007/s00146-021-01346-2)
  36. Stabilisierung durch Implementieren, Sichern und Evaluieren
  37. Modelling scenarios to identify a combined sediment-water management strategy for the large reservoirs of the Tuyamuyun hydro-complex
  38. Spatial Tests, Familiarity with the Surroundings, and Spatial Activity Experience
  39. Kinetic modeling of active plasma resonance spectroscopy
  40. Effects of samarium content on microstructure and mechanical properties of Mg–0.5Zn–0.5Zr alloy
  41. Ideas, Complexity, and Innovation