What do winning companies have in common? They don’t just have a lot of users – they also glean data about those users’ behavior and use it to improve the consumer experience.

The biggest winner here: Amazon, which could soon be the first trillion-dollar company. The site’s algorithm constantly looks at what you’re shopping for and displays the most relevant products, in addition to ensuring that prices are the most competitive on the Internet.

A loser: Snapchat. While the platform is innovative, they’re not using their algorithm to personalize the experience.

Another surprising loser: Apple. The company’s music algorithm has changed little since the early days of iTunes, opening the door for Pandora and Spotify.

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