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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

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, 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, 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