—Response to Comments on “Website Morphing”

John Hauser, Glen L. Urban (), Guilherme Liberali () and Michael Braun ()
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Glen L. Urban: MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142
Guilherme Liberali: MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142, and Universidade do Vale do Rio dos Sinos, Sao Leopoldo, RS 90450 Brazil
Michael Braun: MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142

Marketing Science, 2009, vol. 28, issue 2, 227-228

Abstract: Website morphing draws on the Expected Gittins’ solution to a partially observable Markov process, on the rapid consumer-segment updating with Bayesian methods, and on matching a website’s look and feel to a visitor’s cognitive style. In each area there are exciting research opportunities including optimality in the presence of switching costs (within a visit), Bayesian updating of cognitive styles across websites, extensions to other segmentation schemes such as cultural styles, morphing of other website characteristics such as advertising, and applications to other media such as smartphones.

Keywords: Internet marketing; cognitive styles; dynamic programming; Bayesian methods; clickstream analysis; automated marketing (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:28:y:2009:i:2:p:227-228

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