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

Tobias-Benedikt Blask

doi:10.5220/0004523603120319

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

Tobias-Benedikt Blask

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › Begutachtung

2 Zitate (Scopus)

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.

Originalsprache	Englisch
Titel	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
Redakteure/-innen	Mohammad S. Obaidat
Seitenumfang	8
Herausgeber (Verlag)	Science and Technology Publications, Lda (SciTePress)
Erscheinungsdatum	01.01.2013
Seiten	312-319
ISBN (Print)	978-989856572-3
DOIs	https://doi.org/10.5220/0004523603120319
Publikationsstatus	Erschienen - 01.01.2013
Veranstaltung	10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 - Reykjavik, Island Dauer: 29.07.2013 → 31.07.2013 Konferenznummer: 10 http://www.icete.org/Program/2013/Program_Monday.htm

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Volkswirtschaftslehre

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10.5220/0004523603120319Lizenz: CC BY-NC-ND

TM 1.3 C FuE-Projekt 07 - SEM-A2: SEM Account Aggregation - ein Verfahren zur Optimierung der Suchmaschinenwerbung in KMU
Funk, B. (Wissenschaftliche Projektleiter*in), Blask, T.-B. (Projektmitarbeiter*in) & Japsen, A. (Projektmitarbeiter*in)
Investitions- und Förderbank Niedersachsen – NBank
01.10.11 → 31.10.15
Projekt: Transfer (FuE-Projekt)

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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 (Hrsg.), 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 (S. 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

Blask, Tobias-Benedikt. / Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications : Examining the Impact of Green Marketing Signals in Sponsored Search Advertising. 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. Hrsg. / Mohammad S. Obaidat. Science and Technology Publications, Lda (SciTePress), 2013. S. 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).

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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",

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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 (Hrsg.), 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), S. 312-319, 10th International Joint Conference on E-Business and Telecommunications - ICETE 2013, Reykjavik, Island, 29.07.13. https://doi.org/10.5220/0004523603120319

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. Hrsg. / Mohammad S. Obaidat. Science and Technology Publications, Lda (SciTePress), 2013. S. 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).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › Begutachtung

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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

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Y1 - 2013/1/1

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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

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M3 - Article in conference proceedings

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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 -

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, Hrsg., 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. S. 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

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

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TM 1.3 C FuE-Projekt 07 - SEM-A2: SEM Account Aggregation - ein Verfahren zur Optimierung der Suchmaschinenwerbung in KMU

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