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I find that Amazon's recommendations are based very much on my recent purchases, even though I would be interested in the type of material that I have bought several years ago. I assume however that Amazon does find it's strategy to be the best overall, as they don't miss something like this. However, maybe because I never buy anything from the recommendations they could try another strategy. It doesn't seem something that would be difficult to implement.


Ken: It's the mentality that is hard to change. It's difficult to capture this in a short post but one of the tenets of the field is that removing noise is bad or time-wasting. There is an obsession about collecting "all of your data". In addition, the challenge is in figuring out which pieces of data to be noise. If you are just staring at web logs, it will be very challenging for you to know that it was my son's friend who browsed to that girls' clothing site!

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Marketing and advertising analytics expert. Author and Speaker. Currently at Columbia. See my full bio.

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