What does Bob really want? Building recommendation systems based on cloud technologies Machine Learning or Data Science are one of today's hottest buzzwords. The scenarios in which Machine Learning can be applied are diverse and can range from predicting football scores to personalised recommendations in online shops to predictive maintenance in manufacturing. In this session I will present Azure Machine Learning - a service in Microsoft Azure that anyone can use to build predictive models using the provided machine learning algorithms and deploy it as a web service. Here, I will go through various options on how to use AzureML when going beyond just finding the products in retail that are in high demand: predicting the taste and preferences of customers (old and new) and giving appropriate recommendations.