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Pattern Group G. Advanced E-Commerce > Avoid Using Pure Inference Data

Avoid Using Pure Inference Data

Server logs, referrer information from Web browsers stating the page a customer just came from, and other information about other sites that customers have visited can be used to infer customer needs. But such inferences are not always accurate because navigation errors may have led customers to the wrong locations. Product recommendations that are based on false leads can ring hollow.

Recommending products on the basis of inference data is different from making recommendations about products that this customer or other customers bought (see Figure G3.2). In both of these other cases, customers vouch for their interest in a particular product by buying it. By itself, visiting a product category or a specific product page does not provide enough information to say it was the right product for someone.


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