Reinventing the Enterprise--Digitally

For example, Netflix engages its audience by making customized content recommendations to each user. The company reported in 2012 that three-quarters of viewings originated from such suggestions. To make personalized recommendations at such scale, the company leverages an autonomous, integrated learning system that receives feedback (in the form of user ratings or viewer behavior) and updates suggestions accordingly. And it deliberately introduces variation into its recommendations, allowing new behaviors to emerge and letting the data speak for itself. For example, Amazon's dozens of data science systems are closely integrated, which allows decision engines to react to new data immediately and consistently.