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Chapter 4 E-environment 211

Standard information collected about web site visitors from the
Figure 4.7 DaveChaffey.com site
Source: Feedjit

4 Behavioural information (on a single site). This is purchase history, but also includes the
whole buying process. Web analytics (Chapter 12) can be used to assess the web and e-mail
content accessed by individuals.

5 Behavioural information (across multiple sites). This can potentially show how a user
accesses multiple sites and responds to ads across sites. Typically these data are collected
and used using an anonymous profile based on cookie or IP addresses which is not related
to an individual.
Table 4.6 summarizes how these different types of customer information are collected and
used through technology. The main issue to be considered by the marketer is disclosure of
the types of information collection and tracking data used. The first two types of infor-
mation in the table are usually readily explained through a privacy statement at the point of
data collection and as we will see this is usually a legal requirement. However, with the other
types of information, users would only know they were being tracked if they have cookie
monitoring software installed or if they seek out the privacy statement of a publisher which
offers advertising.