منابع مشابه
Website Morphing
V advisors often increase sales for those customers who find such online advice to be convenient and helpful. However, other customers take a more active role in their purchase decisions and prefer more detailed data. In general, we expect that websites are more preferred and increase sales if their characteristics (e.g., more detailed data) match customers’ cognitive styles (e.g., more analyti...
متن کاملCommentary - Discussion of "Website Morphing"
I think that the concept of website morphing might be a bit broader than that presented by Hauser et al. (2009). Their definition says that morphing matches the look and feel of a website to cognitive styles, but the way they learn about the cognitive style is by observing the click stream, so a more general definition would be that morphing matches the look and feel of a website to the clickst...
متن کاملCommentary - Discussion of the Article "Website Morphing"
“Website Morphing” (Hauser et al. 2009) is a fun paper to discuss. In particular I like the summary of technical challenges at the beginning: The website must (1) morph based on relatively few clicks, (2) learn which characteristics are best for which customers, (3) use prior information, and (4) be implemented in real time. So often in applied statistics we find ourselves analyzing a data set ...
متن کاملWebsite Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph
W morphing infers latent customer segments from clickstreams and then changes websites’ look and feel to maximize revenue. The established algorithm infers latent segments from a preset number of clicks and then selects the best “morph” using expected Gittins indices. Switching costs, potential website exit, and all clicks prior to morphing are ignored. We model switching costs, potential websi...
متن کاملCommentary - Discussion on "Website Morphing" by Hauser, Urban, Liberali, and Braun
I would like to congratulate Hauser et al. (2009) on their paper. It brings together expertise in website and software design, psychological profiling, marketing research, statistical modeling, hidden Markov models, and adaptive Bayesian procedures in an impressive, practical, and effective way. My book (Gittins 1989) on what became known as Gittins indices is now 19 years old, and it is very p...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2009
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1080.0459