MGCR 331 Lecture Notes - Lecture 5: Natural Selection, Power Law, Recommender System
28 Mar 2013
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Document Summary
Users make their video choices in their request queue at netflix. com. Consumers use the web site to: rate videos, specify movie preferences, get video recommendations, check out dvd details, share their viewing habits and review. Building a great brand online starts with offering exceptional value. Advertising builds awareness, but brands are built through customer experience. Subscribers expectations from netflix: huge selection, ability to find what they want, timely arrival, ease of use and convenience, fair price. Technology is at the center of the firm"s brand building efforts. Cinematch: technology creates a data asset that delivers profits. Users rate movies they"ve seen & netflix recommends additional movies. Each time a dvd is returned, cinematch asks the customer to rate it: collaborative filtering: a classification software that monitors trends among customers and uses this data to personalize an individual customer"s experience. The data provided by cinematch is a switching cost.
