San Francisco - Richrelevance, a provider of personalized recommendations for e-commerce businesses, announced on Tuesday that it has raised a $4.2 million second round of venture capital financing, from Greylock Partners and Tugboat Ventures.

San Francisco-based Richrelevance is headed by David Selinger, who previously led the research and development arm of Amazon's data mining and personalization team.

The company says its product "outperforms collaborative filtering solutions through use of more than fifteen recommendation types combined with transparent messaging, continuous optimization, and merchandiser controls."

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