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This is an integral part of personalization system. It is also used to make trust with the clients. It helps to make solid decisions about the site or the direction of a campaign. In order to create a drive-in, sales client generates offers on slow moving product based on their report.

In the present time, online sales are generally more satisfying. So, every company wants to do something extra. An e-commerce company can use different types of filtering technique like collaborative, content-based, hybrid filtering as we have studied before to make an effective recommendation engine. For example, Amazon has super successful multi-criteria recommender engine which recommends several things as add on very efficiently and that attract a client or a customer to buy more and more things from the same platform. It follows the sole of every recommender system that the only way to truly engage with customer is to communicate with each as an individual.