Modeling the Clickstream Across Multiple Online Advertising Channels Using a Binary Logit With Bayesian Mixture of Normals

Research output: Journal contributionsJournal articlesResearchpeer-review

Authors

  • Florian Nottorf
The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.
Original languageEnglish
JournalElectronic Commerce Research and Applications
Volume13
Issue number1
Pages (from-to)45-55
Number of pages11
ISSN1567-4223
DOIs
Publication statusPublished - 01.2014

    Research areas

  • Informatics - Baysian mixture, Consumer behavior, Display advertising, Paid search advertising, Retargeting

Recently viewed

Activities

  1. Data-efficient Pattern Detection in Elite Soccer
  2. Algorithms by using Wavelets in Industrial Applications
  3. Presentation of the paper entitled: "Case Study: Aspects of Fuzzy Controller Implementation in Embedded Systems"
  4. Masked Autoencoder Pretraining for Event Classification in Elite Soccer
  5. Taking ICALL to task: Blending form-focus & task-based foreign language learning
  6. Oral Learner Interaction in the Context of an Educational Escape Game: A Mixed Method Study
  7. Institutionalizing transdisciplinary learning on different levels
  8. Lagrangian aspects of turbulent superstructures: numerical analysis of long-term dynamics and transport properties
  9. Swarming. Science Fact and Science Fiction of Distributed Intelligence
  10. The Value Knowledge Grid - a new way of diagnosing the Culturally Non-Copyables: Building Blocks for Diagnostics
  11. 27st IEEE International Conference on Methods and Models in Automation an Robotics (MMAR)
  12. Closing Session: Summary Notes
  13. Study of digital morphing tools in the architectural design process
  14. Artificial Intelligence, Human Expertise: the Case of Provenance Linked Open Data
  15. University of Basel
  16. Working in Research-Practice-Partnerships: Empirical Findings on Motivation, Co-Construction and Learning Effects
  17. Modeling Self-Organization (3rd International Conference of the ESHS)
  18. 2nd International Conference on Advances in Data-driven Computing and Intelligent Systems (ADCIS 2023)
  19. European University Institute
  20. Mutual Learning and Knowledge Integration in Transdisciplinary Development Teams: Empirical Findings about a Collaborative Format in Teacher Education
  21. Teams are changing! Going into the wild to expand theory on dynamics in modern teamwork settings
  22. Configurating the Creation of the New: Spaces of Organising and Entrepreneuring
  23. Math Trails with an Inclusive Perspective on Students Experiences
  24. Denoising and Harmonic Detection Using Libraries of Nonorthogonal Trigonometric Bases
  25. Current Developments in Environmental Management Accounting: Towards a Comprehensive Framework for Environmental Management Accounting
  26. Minerva: A Review of Science, Learning and Policy (Fachzeitschrift)
  27. Kunstuniversität Linz
  28. Histories of Media Art (Networking) in Deep Europe in the 1990s
  29. Launching and recent developments