Recommender Systems in Commercial Use

Using the evaluation framework, leading recommendation solutions were analyzed, compared and ranked. Findings are summarized in Aldrich (2011). This article describes the business models, components, and tasks of today's commercial recommender solutions; describes how these systems are deployed in practice; analyzes how recommendation solutions are evaluated by businesses; presents the current recommendation solution landscape; identifies the shortcomings of current solutions from a commercial perspective; and ends with some ideas of what the future might hold for recommendation solutions in commercial environments. In the following pages, I refer to the company providing the recommendation technology as the vendor, the company implementing this technology on its website as the client, and the user interacting with the website to acquire a product or obtain a service as the customer or simply user. This diagram represents Certona's Resonance recommendation platform, which is typical of commercial recommender systems in its highlevel architecture.