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Chapter 10 E-commerce: Digital Markets, Digital Goods 423

FIGURE 10.3 WEB SITE VISITOR TRACKING

E-commerce Web sites and advertising platforms like Google’s DoubleClick have tools to track a
shopper’s every step through an online store and then across the Web as shoppers move from site to
site. Close examination of customer behavior at a Web site selling women’s clothing shows what the
store might learn at each step and what actions it could take to increase sales.

FIGURE 10.4 WEB SITE PERSONALIZATION

Firms can create unique personalized Web pages that display content or ads for products or services of
special interest to individual users, improving the customer experience and creating additional value.

MIS_13_Ch_10 Global.indd 423 1/17/2013 2:29:35 PM