The Future of A/B Testing in Social Network Advertising

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Mallat, Niina
dc.contributor.advisor Merikivi, Jani
dc.contributor.author Nyländen, Jenna
dc.date.accessioned 2018-08-01T13:48:55Z
dc.date.available 2018-08-01T13:48:55Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/33000
dc.description.abstract This research addresses the future of A/B testing in social network advertising. A/B test is a well- studied comparison problem with two different samples with the goal of testing the treatment effect of old and new variations. In recent years, through the rise of the internet, A/B testing in social networks has gained sharpened focus and is commonly used in social network advertising. Due to the market-driven strategy the companies should today aim for, the development of A/B testing in social network advertising can help in gathering useful insights of consumer preferences and attitudes. A/B testing has been perceived as cheap, simple and reliable way of optimizing advertisement and mining data from site users. However, as currently performed A/B testing has criticized as manual and time-consuming activity that requires complex set of statistical and engineering skills. This study focuses on overcoming these problems through automation and machine learning algorithms. Besides, the importance of shifting organizational focus on optimal usage of data-driven decision making through A/B testing, and user attitudes towards social network advertising and their ad-clicking behaviour are addressed. en
dc.format.extent 27
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title The Future of A/B Testing in Social Network Advertising en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelujohtamisen laitos fi
dc.subject.keyword A/B testing en
dc.subject.keyword social network en
dc.subject.keyword advertising en
dc.subject.keyword data-driven decision making en
dc.identifier.urn URN:NBN:fi:aalto-201808014401
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Tieto- ja palvelujohtaminen en


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