One of the major applications of big data is personalized recommendations. It can be used on Web sites and, in the store setting, offer targeted offers and discounts. Recommendations are based on a customer’s purchasing history or the histories of other consumers just like them. The computerized system predicts what the customer is likely to buy next and makes the recommendation to them. Analysts suggest that Amazon recommendations generate a revenue uplift of between 10 and 30 percent. Some retailers use third-party recommendation engines, but they will increasingly develop their own. Analyze your own purchasing habits. What data would a third-party need to predict your next purchase?