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Oracle9iAS Personalization provides an integrated, real-time, content recommendation engine. Using the new scalability features of Oracle9i, Oracle9iAS Personalization can analyze large volumes of customer data, while preserving the uniqueness of individual customer relationships. Oracle9iAS Personalization data mining technology sifts through massive data generated from customer clicks, transactions, demographics, and ratings gathered from Web sites. Then, real-time recommendations provide answers to many decisions, making queries such as: Which item is this person most likely to buy or like? How likely is this person to buy or like this item?