Cutting edge database marketing is giving the Internet leader a highly effective advantage. Jeff Bezos, President, says, "What we’re doing is personalizing the store for every customer. We have something called instant recommendations. If you’re a repeat customer, the store greets you by name and says click here for personalized book recommend-ations and there are different links.” Called collaborative filtering, it looks at your past purchases and compares them with other customers in aggregate and makes a reasonably insightful guess as to what other things you might be interested in. Customers love it and are always surprised at how good it is in helping them. (Dallas Morning News)
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