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by Katie McQuarter, The Drum

“The prospect of personalised search is stronger than that of review sites according to Kenshoo’s director of client services EMEA Nick Blake. ‘Review sites have always been huge, but one of the negatives has been ‘how do I evaluate the reviewer?’ After all, what constitutes excellent quality for one might be mediocre for another, depending on experience and preferences. Graph Search will start to address this as it will deliver a truer peer recommendation as your friends are likely to be a better barometer (depending on how many of your ‘friends’ are real friends).'”

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