Personalized Product Recommendations

With the advancements in technology and the rising amount of data being collected, personalization is everywhere. From streaming services, such as Netflix and Hulu, to marketing messages and advertisements you see on your phones, most of the content shown to you is personalized nowadays. In marketing, personalized or targeted marketing campaigns have proven to work significantly better for driving customer engagements and conversions compared to generic or mass marketing campaigns.

In this chapter, we are going to discuss building personalized recommendation models with which we can better target customers with the products that interest them the most. We will be examining how to conduct market basket analysis in Python, which helps marketers better understand which items are frequently bought together, how to build collaborative filtering algorithms in two approaches for personalized product recommendations, and what other approaches are taken...