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Word of Mouse: The Marketing Power of Collaborative Filtering |
List Price: $24.95
Your Price: $24.95 |
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Reviews |
Description:
If you discovered this book--or anything else Amazon.com's technology suggested based on your expressed preferences and past actions on the site--you've seen how so-called recommender technology can point you toward products you are most likely to appreciate. Word of Mouse, by John Riedl and Joseph Konstan, provides excellent advice on using such systems to personalize business offerings and improve their chances of acceptance by a demanding public. Riedl and Konstan, who helped invent the software involved and now work on its integration with companies like Best Buy and J.C. Penney, present eight principles to guide 21st-century enterprises in gathering and employing the kind of knowledge small merchants used in years past to suggest appropriate purchases to specific customers. Citing real corporate examples to illustrate correct and incorrect ways to use such data, the authors show how to harness the information customers provide with "every click and comment" in order to "gain their trust and keep their business." After an overview of the technology, they detail rules like Demonstrate Product Expertise (explaining, for example, how Wine.com helps customers make informed decisions and Godiva.com makes online chocolate shopping more enjoyable) and Watch What I Do (explaining how customer actions have been effectively interpreted by Google, which ranks its search results accordingly, and by PHOAKS, which subsequently began screening ads from newsgroup postings). A concluding chapter on future scenarios reinforces the importance of the book's message. --Howard Rothman
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