Markets, people's needs, and your competitors all change. So to make the most of your data you need to apply context
We are working with a retail client who surfaces product recommendations based on what people are looking at. I have on my list a great film, One Flew Over the Cuckoos Nest, and also a great book, To Kill a Mockingbird. Without context, it looks like I am fascinated by birds and would possibly love to see recommendations for books on birds. With context, perhaps I am far more interested in late 20th century American classics.
