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Saturday, January 16, 2016

How Well Does Personalized Marketing Work?

In K@W:  How well does personalized marketing work?    " ...   “People Who Liked This Study Also Liked”: An Empirical Investigation of the Impact of Recommender Systems on Sales Volume and Diversity,” and “When Do Recommender Systems Work The Best? The Moderating Effects Of Product Attributes And Consumer Reviews On Recommender Performance,” were co-authored by Hosanagar and Carnegie Mellon business analytics professor Dokyun Lee.

Hosanagar recently sat down with Knowledge@Wharton to discuss what his research reveals about when we’re most likely to be influenced by those clever algorithms and how these systems are changing the way we discover new products.  ... " 

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