Based on his recent blog post, “Why Static Stinks,” Tom Deutsch, program director of IBM big data portfolio, further explains why non-personal recommendations – or “static” – are bad. Deutsch states that it is important to understand not only the trends of consumers, but who they are as people, what their interests are beyond just the purchase they might be making at a specific time. If not, the recommendation just comes across as marketing, which is not fully illustrating why that product or service would be helpful to the individual.