Word of Mouse: The Marketing Power of Collaborative Filtering | 
 enlarge | Authors: John Riedl, Joseph Konstan, Eric Vrooman
Publisher: Business Plus
Category: Book
List Price: $24.95
Buy Used: $0.50
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Sales Rank: 1174719
Media: Hardcover
Edition: 1st
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1.1
Dimensions (in): 9.3 x 6.5 x 1
ISBN: 0446530034
Dewey Decimal Number: 658.834
EAN: 9780446530033
ASIN: 0446530034
Publication Date: August 15, 2002
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| Editorial Reviews:
Amazon.com
If you discovered this book--or anything else Amazon.com's technology suggested based on your expressed preferences and past actions on the site--you've seen how so-called recommender technology can point you toward products you are most likely to appreciate. Word of Mouse, by John Riedl and Joseph Konstan, provides excellent advice on using such systems to personalize business offerings and improve their chances of acceptance by a demanding public. Riedl and Konstan, who helped invent the software involved and now work on its integration with companies like Best Buy and J.C. Penney, present eight principles to guide 21st-century enterprises in gathering and employing the kind of knowledge small merchants used in years past to suggest appropriate purchases to specific customers. Citing real corporate examples to illustrate correct and incorrect ways to use such data, the authors show how to harness the information customers provide with "every click and comment" in order to "gain their trust and keep their business." After an overview of the technology, they detail rules like Demonstrate Product Expertise (explaining, for example, how Wine.com helps customers make informed decisions and Godiva.com makes online chocolate shopping more enjoyable) and Watch What I Do (explaining how customer actions have been effectively interpreted by Google, which ranks its search results accordingly, and by PHOAKS, which subsequently began screening ads from newsgroup postings). A concluding chapter on future scenarios reinforces the importance of the book's message. --Howard Rothman
Product Description
If you discovered this book--or anything else Amazon.com's technology suggested based on your expressed preferences and past actions on the site--you've seen how so-called recommender technology can point you toward products you are most likely to appreciate. Word of Mouse, by John Riedl and Joseph Konstan, provides excellent advice on using such systems to personalize business offerings and improve their chances of acceptance by a demanding public. Riedl and Konstan, who helped invent the software involved and now work on its integration with companies like Best Buy and J.C. Penney, present eight principles to guide 21st-century enterprises in gathering and employing the kind of knowledge small merchants used in years past to suggest appropriate purchases to specific customers. Citing real corporate examples to illustrate correct and incorrect ways to use such data, the authors show how to harness the information customers provide with "every click and comment" in order to "gain their trust and keep their business." After an overview of the technology, they detail rules like Demonstrate Product Expertise (explaining, for example, how Wine.com helps customers make informed decisions and Godiva.com makes online chocolate shopping more enjoyable) and Watch What I Do (explaining how customer actions have been effectively interpreted by Google, which ranks its search results accordingly, and by PHOAKS, which subsequently began screening ads from newsgroup postings). A concluding chapter on future scenarios reinforces the importance of the book's message. --Howard Rothman
Download Description
Dot coms will come and dot coms will go, but one thing is for sure: technology and the Internet have forever changed the way we communicate and do business. Two computer scientists from Minnesota are at the vanguard of the revolution. Their creation is collaborative filtering, and it's turning out to be an incredibly subtle and effective tool for every company that uses it. To test CF, John Riedl and Joseph Konstan built two online companies: GroupLens and MovieLens. These Internet sites allowed users to customize their preferences for movies and news. The results were astounding: MovieLens could recommend a movie with 90% accuracy, almost insuring that the recommendation would prove enjoyable. And the potential application for other companies is amazing-anyone from Land's End to Clinique can use CF to build customer profiles and sell products, goods, and services to consumers. The authors analyze dozens of brick and mortar and Internet companies including Kraft, Zagat, Expedia, and Wine.com, examining what these companies are doing right-and what they're doing wrong. They then map out a broad range of strategies that any company can employ to raise revenue and customer loyalty and satisfaction. WORD OF MOUSE will be the first book to bring collaborative filtering to the business community.
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