You’ve probably had this experience before: you visit Amazon.com and are greeted with a home page that makes product recommendations based on your previous purchase history. These recommendations may be fairly intelligent; for example, they may recommend children’s toys when it is my daughter’s birthday, but other recommendations at other times of the year. Perhaps you are offered a special financing deal or a coupon for 10% off if you buy today. What you are witnessing is a personalized selling experience, intelligently delivered based on data that Amazon knows about you. Amazon delivers this experience because it has proven time after time that the more it can tailor product offerings to your unique needs, the more likely you will “convert” – in this case, in the form of an online sale.