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Rejoinder—Response to Comments on "Website Morphing"

MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142
MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142
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
MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142
hauser{at}mit.edu
glurban{at}mit.edu
liberali{at}unisinos.br
braunm{at}mit.edu

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.

Key Words: Internet marketing; cognitive styles; dynamic programming; Bayesian methods; clickstream analysis; automated marketing
History: Received: December 15, 2008; accepted: December 15, 2008.