Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph

@article{Hauser2014WebsiteM2,
  title={Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph},
  author={John R. Hauser and Guilherme Liberali and Glen L. Urban},
  journal={Management Science},
  year={2014},
  volume={60},
  pages={1594-1616}
}
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 website exit, and the (potentially differential) impact of all clicks to determine when to morph for each… CONTINUE READING
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