Can Database Marketing Work for Catalogers? (1,457 words)

"Welcome back, Arthur," is wonderful personalization. Amazon then goes on to suggest books and movies to me that I might be interested in—using collaborative filtering to come up with the suggestions. In the past two years, I have probably spent more than a thousand dollars with Amazon, of which a significant percentage were the results of Amazon suggestions. One e-mail that I received a year ago has stuck in my mind. It read: