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

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

Authors

Companies take their responsibilities for a sustainable planet more and more seriously. For online-retail businesses a significant share of all C02 emissions is generated by delivering goods to their clients. Now various companies are implementing a greener logistic chain into their business processes. What is a central question for these performance driven companies in this context is whether it pays to invest in additional costs for carbon neutral delivery and if the customers appreciate these steps and prefer retailers that behave in this manner. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and demonstrate the advantages of the given Bayesian approach in comparison to the application of Null Hypothesis Significance Testing (NHST).

Original languageEnglish
Title of host publicationINFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt
EditorsMatthias Hornbach
Number of pages12
Place of PublicationBonn
PublisherGesellschaft für Informatik e.V.
Publication date2013
Pages852-863
ISBN (print)978-3-88579-614-5
ISBN (electronic)978-3-88579-614-5
Publication statusPublished - 2013
Event43. Annual Meeting of the German Informatics Society (GI) - Informatics 2013: Computer Science Adapting to Individuals, Organizations and Environment - Universität Koblenz-Landau, Campus Koblenz Fachbereich Informatik, Koblenz, Germany
Duration: 16.09.2013 → 20.09.2013
Conference number: 43
https://gi.de/fileadmin/GI/Hauptseite/Ueber_uns/Historie/Programmheft-INFORMATIK2013.pdf

Bibliographical note

Publisher Copyright:
© 2013 Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI).

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, p. 25-37 13 p. (Environmental Science and Engineering).

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

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

Blask, T.-B., 01.01.2013, 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. Obaidat, M. S. (ed.). Science and Technology Publications, Lda (SciTePress), p. 312-319 8 p. (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

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

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