Brief: ChoiceStream launches new personalization technology

AOL is the first company to license the new technology

By Linda Rosencrance

August 27, 2003 12:00 PM ET

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Computerworld - ChoiceStream Inc. recently launched its MyBestBets Personalization Platform to help companies boost customer loyalty by automatically delivering the most relevant content and products to them online (download PDF).
America Online Inc. was the first company to license the new technology and has deployed it in its entertainment and shopping areas.
The technology allows AOL members to indicate their preferences for movies, television, music and retail products and then tailors the content they see to their personal interests, according to Steve Johnson, CEO of Cambridge, Mass.-based ChoiceStream and a former AOL executive.
Johnson said the MyBestBets Personalization Platform moves beyond simple customization of content to help companies match content and products to the specific preferences of each customer.
Using complex statistical techniques known as Bayesian Choice Modeling, MyBestBets is able to understand not only what people like but also why they like it. It then matches consumers' needs and interests with the content they are most likely to enjoy, Johnson said.

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