APPROXIMATING PURCHASE PROPENSITIES AND RESERVATION PRICES FROM BROAD CONSUMER TRACKING
研究发现基于网页浏览历史的个性化定价比仅用人口统计信息能提高利润12.99%，而后者仅提高0.25%，并评估了防止价格欺诈的法规对消费者剩余的影响。
Abstract A consumer's web‐browsing history, now readily available, may be much more useful than demographics for both targeting advertisements and personalizing prices. Using a method that combines economic modeling and machine learning methods, I find a striking difference. Personalizing prices based on web‐browsing histories increases profits by 12.99%. Using demographics alone to personalize prices raises profits by only 0.25%, suggesting the percent profit gain from personalized pricing has increased 50‐fold. I then investigate whether regulations intended to prevent price gouging increase aggregate consumer surplus. Two feasible regulations considered offer at best modest improvements.