But the promise of personalisation has faded a bit since Chris Anderson got marketers all excited nine years ago with The Long Tail . In the book, he outlined the potential profit lurking in low-volume items at the end of the demand curve and warned that the 80/20 rule — the crude assumption that 20 per cent of products account for 80 per cent of sales — would “lose its bite”. Inspired, I spent some time in the late 2000s deliberately tweaking Amazon’s “recommended for you” lists, rating books I owned in the hope Jeff Bezos would find me the perfect novel — until I realised he did not care. Amazon, then as now, would rather sell me more of what I have just bought, or the latest bestsellers, than algorithmically analyse my taste in media and identify a handful of items at the underpopulated intersection of “Bill Murray movies” and “fiction by Richard Ford”.
但自从9年前克里斯•安德森(Chris Anderson)用一部《长尾理论》(The Long Tail)让所有的营销人员兴奋起来以后,个性化的前景就有些黯然失色。在书中,安德森概述了需求曲线末端销量较低的产品潜藏的利润,并警告“二八定律”(80/20 rule),也就是粗略假设20%的产品产生80%的销售额的定律将“部分失效”。受到启发后,我在2000年代晚期特意对我已在亚马逊(Amazon)上购买的书进行评分,好让它更换“相关推荐”清单,期望杰夫•贝索斯(Jeff Bezos)能帮我找到最好的小说,直到我意识到,他根本不在乎这事。和现在一样,亚马逊更想向我兜售更多我刚刚买到的书,或者最新的畅销书,而不是利用算法分析我对媒体的品味,找出几本同时与“比尔•默里(Bill Murray)的电影”和“理查德•福特(Richard Ford)的小说”相关的小众书推荐给我。
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