A company founded by database engineers helps retailers figure out the likeliest way to get people to buy things.
Before people began making their lives public on social networks, retailers had to figure out their likes more indirectly. Companies like Oracle and Siebel provided huge database programs that analyzed individual sales and consumer demographics in search of patterns that might lead to more sales—say, by targeting groups of customers who might be likely to respond to special offers. But the retailers couldn't directly observe the connections between individual consumers, or watch them chat online with each other about products.
Source: http://feeds.technologyreview.com/click.phdo?i=38fd55bc33f24d93bbc6ecb654b8ce6b
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