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...Briefresearchreport published april doi frai evaluating personalization the abtestingpitfalls companies might notbeawareof aspotlightonthe automotive sector websites maria esteller cucala vicenc fernandez and diego villuendas universitat politecnica de catalunya barcelona tech spain seat s a techtalent lab department of management theimportanceofcompanies websiteasinstrumentforrelationshipmarketingactivities is well known both in academia industry last decades there has been great interest studying how technology can be used to inuence people attitudes motivate behavior change with this web had increasing research practitioner however evaluation user interaction effects remains an elusive goal for organizations online controlled experiments b tests are one most commonly techniques while clearly value edited by personalized features means panagiotis germanakos somepitfalls bear mind testing paper we present ve experimentation sapse germany pitfalls rstly identied company website found r...