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

Tobias Blask

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 Harvard Style

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


in Bibtex Style

@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},
}


in EndNote Style

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