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By Michael Burke

You may be dazzled, spooked or annoyed by the ability of online retailers to predict which products you’re interested in purchasing—but what if you could play the same game?

Whether it’s Amazon recommending soap or Netflix suggesting a movie, more companies are making personalized predictions using variations on a machine learning tactic called market basket analysis. This technique uses an algorithm that sorts through behavioral data to determine how frequently certain actions (purchases, views, etc.) are associated with other actions. The algorithm provides the statistical likelihood that if one action takes place, another desired action is likely to follow.

Read the full article in Ragan’s PR Daily.