It has been a long time coming, but during the last year many companies finally mastered the science of processing transactions on the Internet. Now, the smartest companies have started shifting their focus to the art of personalized, online marketing. Why? Because the number of companies competing for the attention of an ever-growing pool of Internet users has skyrocketed. Slick graphics and snazzy Web sites are no longer enough to drive transactions. Customers are demanding product variety, strong customer service and simple transaction procedures.

In response to these growing customer demands, companies are turning to the idea of individually targeted marketing messages and services, which depend directly on detailed analysis of customer data. Hence the newest trend in Web marketing – clickstream analysis, or the instant collection and analysis of data as customers visit and explore a Web site.

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