Literaturverzeichnis978-3-658-25585... · 2019-03-06 · Literaturverzeichnis ABOU NABOUT,...

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© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019P. M. Bormann, Affiliate-Marketing, Marketing und MarktorientierteUnternehmensführung, https://doi.org/10.1007/978-3-658-25585-5

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Anhang

Anhang 1: Schätzung der Werbemitteleinblendungen in vier Schritten nach OLBRICH/BOR-

MANN/HUNDT

„Zur Schätzung der Datenpunkte stützten sich die Autoren auf Durchschnittswerte für die Klickraten der Anzeige eines Affiliates pro Monat. Vier Schritte waren nötig, um alle fehlenden Datenpunkte auszufüllen. Zunächst begann die Schätzung mit der Feststel-lung, ob ein Textlink eines Affiliates an einzelnen, zufälligen Tagen fehlgeschlagen ist (nach der Messung). In diesem Fall konnten die fehlenden Datenpunkte aus den umge-benden Datenpunkten des aktuellen Monats geschätzt werden. Zweitens, wenn die Er-fassung nicht zufällig fehlgeschlagen ist und die Messung während des gesamten Erhe-bungszeitraums fehlerhaft war, wurde derselbe Textlink eines anderen Affiliates für die Schätzung genutzt. Drittens, wenn diese Schätzung nicht erfolgreich war, lieferte ein anderer Textlink Werte für die Schätzung (z. B. ein Textlink mit einer anderen Text-länge). Im vierten Schritt schauten die Autoren noch einmal nach einem anderen Affi-liate und einen anderen Textlink für die Schätzung (ins Deutsche übersetzt von OLBRICH/BORMANN/HUNDT 2018, S. 6).“

Schritt 1: Klickrate des gleichen Werbemittels pro Monat

Schätzung für Affiliate 1

Werbe-mittel von Affiliate 1

Tag Werbe- mittel-

einblendung Klicks

Geschätze Einblendungen

Klickrate (die vier Klicks des

4. Julis werden nicht gezählt)

Textlink 1

Juli 1, 2014 10 3

0,2

(24/120)

Juli 2, 2014 10 3 Juli 3, 2014 10 2

Juli 4, 2014 0 4 20 (4/0,2)

Juli 5, 2014 20 6 Juli 6, 2014 30 4 Juli 7, 2014 40 6

Overall 120 24


330 Anhang

Schritt 2: Klickrate des gleichen Werbemittels pro Monat (anderer Affiliate) Affiliate 1


Tag Werbe- mittel-

einblendung Klicks


Klickrate Textlink 1 von “Affiliate 2”

Textlink 1

Juli 1, 2014 0 3 12

0,25

Juli 2, 2014 0 3 12 Juli 3, 2014 0 2 8 Juli 4, 2014 0 4 16 Juli 5, 2014 0 6 24 Juli 6, 2014 0 4 16 Juli 7, 2014 0 6 24

Schritt 3: Klickrate eines anderen Werbemittels pro Monat Affiliate 1


Tag Werbe- mittel-

einblendung Klicks


Klickrate “Textlink 2” von

Affiliate 1

Textlink 1

Juli 1, 2014 0 3 20

0,15

Juli 2, 2014 0 3 20 Juli 3, 2014 0 2 13,33 Juli 4, 2014 0 4 26,66 Juli 5, 2014 0 6 40 Juli 6, 2014 0 4 26,66 Juli 7, 2014 0 6 40

Schritt 4: Klickrate eines anderen Werbemittels pro Monat (anderer Affiliate) Affiliate 1


Tag Werbe- mittel-

einblendung Klicks


Klickrate “Textlink 2” von

“Affiliate 2”

Textlink 1

Juli 1, 2014 0 3 30

0,10

Juli 2, 2014 0 3 30 Juli 3, 2014 0 2 20 Juli 4, 2014 0 4 40 Juli 5, 2014 0 6 60 Juli 6, 2014 0 4 40 Juli 7, 2014 0 6 60

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