Closing Case of Chapter 6: Just How Predictable Are You?

Presenter: Hongyeon Lee February 25, 2012

Topics to be covered
1. Key Problems or Issues 2. IT Solutions or Alternatives 3. Results 4. Case Questions and Answers

1. Key Problems or Issues

Allow the company to pinpoint your tastes and determine the likelihood that you will buy a given product

1. Key Problems or Issues (continued)

Companies in the recommendation business maintain the Web is leaving the era of search and entering the era of discovery

1. Key Problems or Issues (continued)

Building a personalized discovery mechanism means tapping into all the manners of expression, categorization, and opinions that exist on the Web today

2. IT Solutions or Alternatives
Amazon uses a series of collaborative filtering algorithms to predict which products you will buy by analyzing your purchasing patterns

2. IT Solutions or Alternatives (continued)

By rating songs and artists, you can refine the suggestions, allowing Pandora to create a truly personalized music collection for you

3. Results

Google presumably has a recommendation application in the works

4. Case Question No. 1

What are the implications of recommenders? What is the relationship between your privacy and recommendation engines? Are recommendation engines the ultimate form of 1:1, or personalized, marketing?

4. Answer to Case Question No. 1

Recommenders can introduce you to a lot of preferences and tastes through personality-based advertising
There is a trade off between the accuracy of the recomme ndation and the privacy of the network Recommendation engines will pursuit a combination of 1:1 or personalized marketing and customization marketing

4. Case Question No. 2

What are the implications for a recommender like Pandora with regard to copyright violation?

4. Answer to Case Question No. 2

The recommender should perform its policy t o disable and terminate the accounts of users who are repeatedly charged with infringing c opyrights of any other entity

Q & A Session

Thank you

Definition of Terms
Recommender systems or recommendation s ystems (sometimes called as platform or engin e) are a subclass of information filtering syste m that seek to predict the 'rating' or 'preferen ce' that a user would give to an item or social element they had not yet considered, using a model built from the characteristics of an item (content-based approaches) or the user's soci al environment (collaborative filtering approac hes)