Recommender Systems in Commercial Use

Susan E. Aldrich


Commercial recommender systems are deployed by marketing teams to increase revenue and/or personalize user experience. Marketers evaluate recommender systems not on its algorithms but on how well the vendor‘s expertise and interfaces will support achieving business goals. Driven by a business model that pays based on recommendation success, vendors guide clients through continuous optimization of recommendations. While recommender technology is mature, the solutions and market are still young. As a result, solutions are not fully integrated with other business systems and technology platforms. While the market is retail-focused today, interest and vendor offerings are rapidly expanding to other areas. Retail clients will drive social, location, and mobile enhancements.

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