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

Tobias-Benedikt Blask

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

Tobias-Benedikt Blask

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

Abstract

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 language	English
Title of host publication	INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt
Editors	Matthias Hornbach
Number of pages	12
Place of Publication	Bonn
Publisher	Gesellschaft für Informatik e.V.
Publication date	2013
Pages	852-863
ISBN (Print)	978-3-88579-614-5
ISBN (Electronic)	978-3-88579-614-5
Publication status	Published - 2013
Event	43. 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).

Research areas and keywords

Sustainability sciences, Management & Economics

Access to Document

https://dl.gi.de/handle/20.500.12116/20801Licence: In Copyright

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). Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. In M. Hornbach (Ed.), INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt (pp. 852-863). (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); Vol. 220). Gesellschaft für Informatik e.V.. https://dl.gi.de/handle/20.500.12116/20801

Blask, Tobias-Benedikt. / Bayesian Parameter Estimation in Green Business Process Management : A Case Study in Online-Advertising. INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. editor / Matthias Hornbach. Bonn : Gesellschaft für Informatik e.V., 2013. pp. 852-863 (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI)).

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Blask, T-B 2013, Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. in M Hornbach (ed.), INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI), vol. 220, Gesellschaft für Informatik e.V., Bonn, pp. 852-863, 43. Annual Meeting of the German Informatics Society (GI) - Informatics 2013, Koblenz, Rhineland-Palatinate, Germany, 16.09.13. <https://dl.gi.de/handle/20.500.12116/20801>

Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising. / Blask, Tobias-Benedikt.
INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. ed. / Matthias Hornbach. Bonn: Gesellschaft für Informatik e.V., 2013. p. 852-863 (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

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ER -

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

Abstract

Bibliographical note

Research areas and keywords

Access to Document

Fingerprint

Projects

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

Cite this