Personalisation might be the big next thing following up big data in general as the 2013 hype.
Recommending products or content intuitively adds value, if you are able to offer exactly what meets your customers needs, so that they don't have to search for it anymore. Developing tailored recommendation systems that enable this in a real time environment is a niche business, that has already existed for several years. However, it only recently got truly booming, empowered by new data and data analyzing possibilities.
We would like to share an interesting (Dutch) article titled "Personalisatie: de conversiekracht van data".