Response to Comments on “Website Morphing”

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 incl...

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Bibliographic Details
Published in:Marketing science (Providence, R.I.) R.I.), 2009-03, Vol.28 (2), p.227-228
Main Authors: Urban, Glen L, Hauser, John Richard, Braun, Michael, Liberali, Guilherme
Format: Article
Language:English
Subjects:
Advertising
Analysis
automated marketing
Awards & honors
Bayesian methods
Bayesian statistical decision theory
clickstream analysis
Cognitive style
cognitive styles
Costs
Design and construction
Design of experiments
dynamic programming
Electronic commerce
Internet
Internet marketing
Marketing
Markov processes
Product development
Recommender systems
Social networks
Web site design
Web sites
Websites
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Summary: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.
ISSN:0732-2399
1526-548X
DOI:10.1287/mksc.1080.0485