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

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

2 Citations (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.

Original language	English
Title of host publication	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
Editors	Mohammad S. Obaidat
Number of pages	8
Publisher	Science and Technology Publications, Lda (SciTePress)
Publication date	01.01.2013
Pages	312-319
ISBN (Print)	978-989856572-3
DOIs	https://doi.org/10.5220/0004523603120319
Publication status	Published - 01.01.2013
Event	10th International Joint Conference on E-Business and Telecommunications - ICETE 2013 - Reykjavik, Iceland Duration: 29.07.2013 → 31.07.2013 Conference number: 10 http://www.icete.org/Program/2013/Program_Monday.htm

Research areas and keywords

Economics
A/b testing
Bayesian parameter estimation
Bayesian statistics
Paid search advertising
Sponsored search

Access to Document

10.5220/0004523603120319Licence: 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. (Project manager, academic), Blask, T.-B. (Project staff) & Japsen, A. (Project staff)
Investitions- und Förderbank Niedersachsen – NBank
01.10.11 → 31.10.15
Project: Transfer (R&D project)

Cite this

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

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

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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.",

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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 (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

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

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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

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

Abstract

Research areas and keywords

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Projects

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

Cite this