1• Web transaction logs—records that document user activity at a website. Coupled with data from the registration forms and shopping cart database, these represent a treasure trove of marketing information for both individual sites and the online industry as a whole.
2• Tracking files—Various files, like cookies, web beacons, Flash cookies, and apps, that follow users and track their behavior as they visit sites across the Web.
3• Databases, data warehouses, data mining, and profiling—technologies that allow marketers to identify exactly who the online customer is and what they want, and then to present the customer with exactly what they want, when they want it, for the right price.
4• CRM systems—a repository of customer information that records all of the contacts a customer has with a firm and generates a customer profile available to everyone in the firm who has a need to “know the customer.”