Online Experiments: Lessons LearnedSeptember 2007 85 W E B T E C H N O L O G I E S W hile at Amazon.com from 1997 to 2002, Greg Linden created a proto- type system that made personalized recommen- dations to customers when they placed items in their shopping cart (http:// glinden.blogspot.com/2006/04/early- amazon-shopping-cart.html). The pro- totypelookedpromising,but“amarket- ing senior vice-president was dead set against it,” cl
