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Solution

Avoid using pure inference data to make product recommendations because it will not necessarily reflect real customer choices. Start by offering product and category recommendations based on previous purchases by other customers. Then add recommendations based on past purchases, ratings, and interviews completed by the customer. Integrate this data into your site on product pages, category pages, and personalized recommendation pages. Provide feedback about why a recommendation was made. Provide multiple recommendations, including those that customers have seen before, to help people gauge the quality of the recommendations. Address privacy concerns and how the personalization data will be used.

Figure G3.5. Page templates can be used in conjunction with individual preferences and the product database to present recommendations to new visitors (1). Visitors have their individual preferences stored whenever they explicitly personalize their preferences or purchase something (2). Individual preferences can be combined with the product database to provide personalized recommendations (3). Web site managers can manage the product database through an administrative page that makes it easy to add, remove, and edit content.



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