Recommender Systems in Commercial Use

Abstract

Commercial recommender systems are deployed by marketing teams to increase revenue or personalize user experience. Marketers evaluate recommender systems not on their algorithms but on how well the vendor's expertise and interfaces will support achieving business goals. Driven by a business model that pays based on recommendation success, vendors guide clients through continuous optimization of recommendations. While recommender technology is mature, the solutions and market are still young. As a result, solutions are not fully integrated with other business systems and technology platforms. While the market is retail‐focused today, interest and vendor offerings are rapidly expanding to other areas. Retail clients will drive social, location, and mobile enhancements.