Perils of Database Marketing

Like This? You’ll Hate That. (Not All Web Recommendations Are Welcome.)

Web technology capable of compiling vast amounts of customer data now makes it possible for online stores to recommend items tailored to a specific shopper’s interests. Companies are finding that getting those personalized recommendations right – or even close – can mean significantly higher sales.

For consumers, a recommendation system can either represent a vaguely annoying invasion of privacy or a big help in bringing order to a sea of choices.