Why do we all love user friendly platforms like Amazon, Netflix or Facebook, just to name a few? There is something that all these companies are doing to insert themselves into your world in a truly intimate way, and it works. The incredible benefits to shopping on Amazon, for instance, (beyond the two-day shipping) is that Amazon is not just a website, it acts like our friend. Amazon knows what you like, what you dislike and what you may need in the future. Other large companies use this artificial intelligence and machine learning to get to know their audience as well, who they are, what they need, and most importantly, how to keep them coming back. Now, more than ever before, companies are gravitating to this retention marketing revolution and tapping into the data to gather pertinent information that will help them learn about their consumers and predict their future purchases.