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Leuphana University of Lüneburg, Germany

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8 Papers

Decision Support and Online Advertising - Development and Empirical Testing of a Data Landscape

Topics: Business-It Alignment; Business Process Management; Business Performance

Authors: Thomas Hansmann ¹ and Florian Nottorf ²

Affiliations: ¹ Leuphana University, Germany , ² Adference GmbH, Germany

Digital Object Identifier: 10.5220/0005060401110122

Proceedings of ICE-B 2014/ICETE, ISBN: 978-989-758-043-7

Quick Abstract

The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a speciﬁc economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identiﬁcation of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the ﬁeld of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identiﬁcation and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

Related Ontology Subjects/Areas/Topics (10)

Artificial Intelligence	e-Business	Knowledge Management and Information Sharing
Business Performance	Enterprise Engineering	Knowledge-Based Systems
Business Process Management	Enterprise Information Systems	Symbolic Systems
Business-It Alignment

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Topics: Entertainment; Industrial; Model Driven Development

Author: Tobias Blask

Affiliation: Leuphana University of Lueneburg, Germany

Digital Object Identifier: 10.5220/0005048400550062

Proceedings of ICE-B 2014/ICETE, ISBN: 978-989-758-043-7

Quick Abstract

Paid Search Advertisers have only very few options to inﬂuence the user’s decision to click on one of their ads. The textual content of the creatives seems to be one important inﬂuencing factor beneath its position on the Search Engine Results Page (SERP) and the perceived relevance of the given ad to the present search query. In this study we perform a non reactive multivariate test that enables us to evaluate the inﬂuence of speciﬁc textual signals in Paid Search creatives. A Bayesian Analysis of Variance (BANOVA) is applied to evaluate the inﬂuence of various text features on click probabilities. We conclude by ﬁnally showing that differences in the formulation of the textual content can have inﬂuence on the click probability of Paid Search ads.

Related Ontology Subjects/Areas/Topics (7)

Applications	Entertainment	Model Driven Development
e-Business	Industrial	Sustainable e-Business
Enterprise Information Systems

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

Topics: Usability; Semantic Web; Web Services; Entertainment; Industrial; Internationalization and Social, Ethical and Cultural Factors

Author: Tobias Blask

Affiliation: Leuphana University of Lueneburg, Germany

Digital Object Identifier: 10.5220/0004523603120319

Proceedings of ICE-B 2013/ICETE, ISBN: 978-989-8565-72-3

Quick 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.

Related Ontology Subjects/Areas/Topics (29)

Applications	Knowledge Engineering and Ontology Development	Sustainable e-Business
Artificial Intelligence	Knowledge-Based Systems	Symbolic Systems
Cloud Computing	Mobile Software and Services	Telecommunications
Collaboration and e-Services	Ontologies and the Semantic Web	Usability
Data Engineering	Semantic Web	Usability and Ergonomics
e-Business	Services Science	Web Information Systems and Technologies
Enterprise Information Systems	Soft Computing	Web Interfaces and Applications
Entertainment	Software Agents and Internet Computing	Web Services
Industrial	Software Engineering	Wireless Information Networks and Systems
Internationalization and Social, Ethical and Cultural Factors	Software Engineering Methods and Techniques

Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising

Topics: Business-It Alignment; Business Process Management; Business Models; Transaction Support; Model Driven Development

Author: Florian Nottorf

Affiliation: Leuphana University, Germany

Digital Object Identifier: 10.5220/0004504901410152

Proceedings of ICE-B 2013/ICETE, ISBN: 978-989-8565-72-3

Quick Abstract

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order business, we found inherent differences in the effects of consumer clicks on purchasing probabilities across multiple advertising channels. We developed an alternative approach to account for the different attribution of success of advertising channels—the average success probability (ASP). Compared to standardized metrics, we found paid search advertising to be overestimated and retargeting display advertising to be underestimated. We further found that the mixture approach is useful for considering heterogeneity in the individual propensity of consumers to purchase; for the majority of consumers (more than 90%), repeated clicks on advertisements decrease their probability of purchasing. In contrast with this segment, we found a smaller segment of consumers (nearly 10%) whose clicks on advertisements increase conversion probabilities. Our approaches will help managers to better understand consumer online search and buying behavior over time and to allocate financial spending more efficiently across multiple types of online advertising.

Related Ontology Subjects/Areas/Topics (14)

Artificial Intelligence	Enterprise Engineering	Sustainable e-Business
Business Models	Enterprise Information Systems	Symbolic Systems
Business Process Management	Knowledge Management and Information Sharing	Technology Platforms
Business-It Alignment	Knowledge-Based Systems	Transaction Support
e-Business	Model Driven Development

Robust Control of Excavation Mobile Robot with Dynamic Triangulation Vision

Topic: Vehicle Control Applications

Authors: Alexander Gurko ¹ , Wilmar Hernandez ² , Oleg Sergiyenko ³ , Vera Tyrsa ¹ , Juan Ivan Nieto Hipólito ⁴ , Daniel Hernandez Balbuena ⁴ and Paolo Mercorelli ⁵

Affiliations: ¹ Kharkov National Automobile and Highway University, Ukraine , ² Polytechnic University of Madrid, Spain , ³ Engineering Institute of Autonomous University of Baja California and Kharkov National Automobile and Highway University, Mexico , ⁴ Engineering Faculty of Autonomous University of Baja California, Mexico , ⁵ Leuphana University, Germany

Digital Object Identifier: 10.5220/0004044604810484

Proceedings of ICINCO 2012, ISBN: 978-989-8565-22-8

Quick Abstract

The problem of control system synthesis for excavation works autonomous mobile robot on the basis of the game approach is considered. Vision function and spatial orientation of the robot is realized by the dynamic triangulation laser vision system. It is assumed that the real state of the object belongs to the certain set of potential states in the form of polyhedron. Simulation results and functional ability analysis for the proposed control system are concluded.

Related Ontology Subjects/Areas/Topics (3)

Informatics in Control, Automation and Robotics

Robotics and Automation

Vehicle Control Applications

The User-journey in Online Search - An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data

Topics: Business-It Alignment; Business Process Management; Business Performance

Authors: Florian Nottorf , Andreas Mastel and Burkhardt Funk

Affiliation: Leuphana University, Germany

Digital Object Identifier: 10.5220/0004052101450154

Proceedings of ICE-B 2012/ICETE, ISBN: 978-989-8565-23-5

Quick Abstract

Traditional metrics in online advertising such as the click-through rate often take into account the users’ search activities separately and do not consider any interactions between them. In understanding online search behavior, this fact may favor a certain group of search type and, therefore, may mislead managers in allocating their financial spending efficiently. We analyzed a large query log for the occurrence of user-specific interaction patterns within and across three different industries (clothing, healthcare, hotel) and were able to show that users’ online search behavior is indeed a multi-stage process, whereas e.g. a product search for sneakers typically begins with general, often referred to as generic, keywords which becomes narrowed as it proceeds by including more specific, e.g. brand-related (“sneakers adidas”), keywords. Our method to analyze the development of users’ search process within query logs helps managers to identify the role of specific activities within a respective industry and to allocate their financial spending in paid search advertising accordingly.

Related Ontology Subjects/Areas/Topics (10)

Artificial Intelligence	e-Business	Knowledge Management and Information Sharing
Business Performance	Enterprise Engineering	Knowledge-Based Systems
Business Process Management	Enterprise Information Systems	Symbolic Systems
Business-It Alignment

SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?

Topics: Industrial; B2C/B2B Considerations; Banking/Finance; Business Performance; Business Process

Authors: Tobias Blask , Burkhardt Funk and Reinhard Schulte

Affiliation: Leuphana University of Lüneburg, Germany

Digital Object Identifier: 10.5220/0003515300140021

Proceedings of ICE-B 2011/ICETE, ISBN: 978-989-8425-70-6

Quick Abstract

Sponsored Search allows companies to place text advertisements for selected keywords on Search Engine Results Pages (SERPs). The objective of the present research is to determine whether and under what circumstances it makes sense, in economic terms, for brand owners to pay for sponsored search ads for their brand keywords. This issue is the subject of a heated debate in business practice, especially when the company is already placed prominently in the organic search results. In this paper we describe and apply a non-reactive method that is based on an A/B-test. It was employed in a case study of a European Internet pharmacy. The results of this study indicate that the use of sponsored search advertising for the own brand name enables advertisers to generate more visitors (>10%), resulting in higher sales volumes at relatively low advertising costs even when the company is already listed in first position in the organic part of the respective SERP.

Related Ontology Subjects/Areas/Topics (15)

Applications	Business Performance	Industrial
Artificial Intelligence	Business Process Management	Knowledge Management and Information Sharing
B2C/B2B Considerations	e-Business	Knowledge-Based Systems
Banking/Finance	Enterprise Engineering	Software Agents and Internet Computing
Business and Social Applications	Enterprise Information Systems	Symbolic Systems

OPTIMIZING PRICE LEVELS IN E-COMMERCE APPLICATIONS - An Empirical Study

Topics: Web Personalization and Decision Making; Case Studies in Industry and Government; e-Marketing and Consumer Behaviour

Author: Burkhardt Funk

Affiliation: Leuphana Universität Lüneburg, Germany

Digital Object Identifier: 10.5220/0002186700370043

Proceedings of ICE-B 2009/ICETE, ISBN: 978-989-674-006-1

Quick Abstract

Price dispersion in the Internet is a well studied phenomenon. It enables companies to adjust prices to a level appropriate to their strategy. This paper deals with question how Internet retailers should do so. The discussed method optimizes short-term profitability by determining the exact demand curve. The method involves the application of empirical price tests. For this purpose visitors of an Internet retailer are divided in statistically identical subgroups. Using the A-B testing method different prices are shown to each subgroup and the conversion rate as a function of price is calculated. We describe the organizational requirements, the technical approach, and the statistical analysis applied to determine the price optimizing the per-order profit. A field study carried out with a large Internet retailer is presented and shows that the company was able to optimize a specific price component and thus increase the contribution margin per order by about 7%. We conclude that the discussed method could be applied to answer further research questions such as the temporal variation of demand curves.

Related Ontology Subjects/Areas/Topics (17)

Business and Social Applications	Global Communication Information Systems and Services	Simulation Tools and Platforms
Case Studies	Health Engineering and Technology Applications	Telecommunications
Data Engineering	Neural Rehabilitation	Web Information Systems and Technologies
e-Business	Neurotechnology, Electronics and Informatics	Web Interfaces and Applications
e-Marketing and Consumer Behaviour	Ontologies and the Semantic Web	Web Personalization
Enterprise Information Systems	Simulation and Modeling