Customer Tracking: It's Not Just Web-Site Hits

摘要

As the cost of acquiring online customers increases, E-retailers are spending more time trying to understand and please their customers. E-commerce managers are using sophisticated tracking tools and services to monitor customer actions and design more appealing and easier-to-use Web pages and transaction services. When retailers first started selling products and services online several years ago, there were few tools for tracking traffic and monitoring network performance. For insight on customer interaction, most IT managers relied on Web-server log files—huge databases that noted each visitor's in- teraction with a server. But the log files provided only enough information for simple navigation and content analysis.