{"title":"将贝叶斯参数估计应用于电子商务应用中的A/B测试——检验绿色营销信号在赞助搜索广告中的影响","authors":"Tobias Blask","doi":"10.5220/0004523603120319","DOIUrl":null,"url":null,"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.","PeriodicalId":194465,"journal":{"name":"DCNET/ICE-B/OPTICS","volume":"48 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2013-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising\",\"authors\":\"Tobias Blask\",\"doi\":\"10.5220/0004523603120319\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":194465,\"journal\":{\"name\":\"DCNET/ICE-B/OPTICS\",\"volume\":\"48 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2013-07-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"3\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"DCNET/ICE-B/OPTICS\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5220/0004523603120319\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"DCNET/ICE-B/OPTICS","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5220/0004523603120319","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising
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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