Susan Aldrich is our long-time search, findability, and merchandising expert. For the past two years, she has been focusing her attention on recommendation engines. That's because these platforms have become an incredibly versatile tool for both B2C and B2B marketers. Once used primarily to boost sales on a Web site (other people who bought this, also bought this), recommendations are now used to provide a personalized experience to small groups of customers, or even to individuals. They are used to support outbound email marketing and other campaigns. They are used to support multi-channel interactions. They are used to provide personalized Web experiences, and to improve navigation. And they are used to ensure that the offers you receive — whether via email or Web serendipity — are the ones you are most likely to welcome and act upon.
This month's in-depth product review is of the Loomia Recommendation engine which is available as a SaaS offering. Loomia's customers include the Wall Street Journal, ABC.es, Thomson Reuters, Time, Harvard Business Review, Travelocity, Fancast, DailyCandy.com, BlogTalk Radio, Audible, and Panasonic.
One criticism Sue has for this current implementation of Loomia is that it doesn't yet support customer segmentation. On the other hand, there's a lot you can do using the built-in business rules and analytics. Another drawback is that there are few tools for marketers to do the tweaking themselves. On the plus side, Loomia is a full service organization and does a good job of continuously tweaking their clients' recommendations to generate better and better results for customers and for clients.
Here is Sue's product review:
Customized Solutions for Deep Content, Video, and Ecommerce
By Susan E. Aldrich, Sr. VP and Sr. Consultant, August 19, 2010