A startup backed by The Washington Post Co., Barry Diller, Paul Allen, Softbank Holdings, AmEx and QVC, Personalogic makes "decision guide" software customized for commerce sites.
For instance, on ZDNet the software could be designed to help consumers select a computer; at the AmEx site, it's a financial investment guide. "We take data and turn it into a personalized decision guide," said Steve Tomlin, president-CEO of Personalogic. "Our technology permits us a level of softness," he said, that's more responsive than the rigid responses from a database or the limited results from a collaborative filtering system, which requires a large group of consumers to input their preferences before it can work properly.
Copyright July 1997, Crain Communications Inc.