How and why Madison Reed's hair color quiz works

Artificial intelligence makes this possible for the hair color products retailer. The machine-learning algorithm factors in the answers to a 20-question hair coloring quiz more than 4 million shoppers have taken, along with more than 24,0000 product reviews of the retailer's 50 SKUs. It also factors in a shopper's repeat purchase rate, net promoter score and hundreds of thousands of shopper and customer service agent interactions, says Dave King, chief technology officer at Madison Reed. With all of this historical information, Madison Reed's algorithm is the ultimate master colorist that can recommend hair coloring products, King says. When Madison Reed first launched its product recommendation engine, it was coded by humans and did not factor in all of the data points that it does today.