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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

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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.
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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

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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.
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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

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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.
Collapse Button 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

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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.
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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

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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.
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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

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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.
Collapse Button 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

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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.
Collapse Button 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

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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.
Collapse Button 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

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