The ROI of recommendation engines for marketing

Netflix's long list of suggested movies and TV shows is a fantastic example of a personalized user experience. In fact, about 70 percent of everything users watch is a personalized recommendation, according to the company. Getting to that point hasn't been easy, and improving on its recommendation system is an ongoing process. Netflix has spent well over a decade developing and refining its recommendations. In 2006, it launched the Netflix Prize to search for machine learning experts who could improve its previous algorithm.