Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph
Website 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, pot...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS)
2017
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| Online Access: | http://hdl.handle.net/1721.1/111141 https://orcid.org/0000-0001-8510-8640 https://orcid.org/0000-0002-9983-4237 |