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

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

Author: Tobias Blask

Affiliation: Leuphana University of Lueneburg, Germany

ISBN: 978-989-8565-72-3

Keyword(s): Bayesian Statistics, Bayesian Parameter Estimation, Sponsored Search, Paid Search Advertising, A/B Testing.

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

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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Paper citation in several formats:
Blask, T. (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 Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013) ISBN 978-989-8565-72-3, pages 312-319. DOI: 10.5220/0004523603120319

@conference{ice-b13,
author={Tobias Blask.},
title={Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising},
booktitle={Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)},
year={2013},
pages={312-319},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004523603120319},
isbn={978-989-8565-72-3},
}

TY - CONF

JO - Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)
TI - Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising
SN - 978-989-8565-72-3
AU - Blask, T.
PY - 2013
SP - 312
EP - 319
DO - 10.5220/0004523603120319

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