You have doppelgängers. They’re quietly influencing your life.

Companies refer to like-minded strangers when recommending products to you.

  • One way companies recommend products to you is by referring the purchasing tendencies of individuals who have bought similar items in past. When these individuals have many similarities, they are referred to as doppelgangers.
  • This can also work in medicine. When someone gets sick, professionals may refer to the patient's health doppelganger, who's had similar symptoms, and prescribe treatments that previously worked.
  • It's a powerful methodology and it gets more powerful the more data you have. That is, the more data you have, the more likely you're going to find someone in that data set who's "really, really" similar to you.
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