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We are conducting an ongoing experiment into the effects of various forms of recommendations on consumer behavior at a web site. In this paper, we report on measures of the usefulness and effectiveness of recommendations based on content. During a three month period, we provided recommendations on over 2000 products at an e-commerce web site. To evaluate the effectiveness of recommendations on customer behavior, we collected three sets of metrics. First, we measured the rate at which recommendations were actually viewed by visitors. Second, we analyzed the paths visitors took through the recommendations. Finally, we measured the impact of recommended items on number of items purchased and on revenue.