Includes index.

The Book's Purpose -- B2B and B2C -- Becoming A Web Business -- Build It, They Come, They Leave -- Promise: New Growth from the Web -- Perplexity: Running a Web Business -- Surprise: Seeing the Web Business as Others See You -- Lessons from CPS -- Web Engagement -- Getting the Big Picture -- A Few Basic Questions -- Where Do Log Files Come From? -- What Is in a Log File? -- The Content of a Log File Record -- Records Associated with the Initial Request -- Some Implications -- Following the Actions of a Single Visitor -- Questions about Visitors -- Where Do They Come From? -- Referrer Information in Log Files -- Search Terms Used to Reach Your Site -- Other Log File Extensions -- Answering the Basic Questions -- Putting Log File Analysis to Use -- How Much Use Is the Website Getting? -- What Parts of the Site Get the Most Use? -- How Do People Find Out about the Site? -- Is the Site Functioning as Expected? -- Getting More From Website Data -- Vists -- The Visitor's IP Address -- Pulling In Other Information -- Referrer Information Used to Reconstruct a Visit -- Other Approaches to Constructing Visits from Log Files -- Use of Cookies -- Registration -- Operational Considerations -- Overview of the Log File Analysis Process -- Implications -- Identifying Questions for Your Business Model -- Different Kinds of Web Businesses -- Closing Sales on the Web -- Selling Access to Visitors -- Supporting a Non-Web Business -- Mixes and Blends of Web Business Models -- Key Ideas -- Using Cookies -- There's Something about Cookies -- Stateless -- Cookie Communications -- A Cookie Example -- What Is in a Cookie? -- The "Secure" Field -- The "Name" Field -- The "Value" Field -- Some Sample Cookies -- The "Domain" and "Path" Fields -- The "Expiration" Field -- Collecting Information across Sites -- Privacy and Customer Engagement -- Anticipating and Responding to Privacy Concerns -- Cookie Defense -- Netscape Navigator 4 -- Microsoft Internet Explorer 4 -- Cookie Management Tools -- Privacy Policy -- Privacy and Engagement -- Other Approaches to Maintaining State -- Personalization: Using Customer Data -- Putting Customer Data to Work -- Personalize or Perish? -- A Personalization Success Story -- Learning by Example -- The Customer at the Center -- Beyond Customer Choice -- Lessons from National -- The Three Basic Approaches to Personalization -- Responding to the Customer -- Personalization Controlled by the Customer -- First Things First: Identifying the Customer -- Profiles -- Profiles for Content -- Profiles for Presentation -- Profiles for Business Rules -- Personalization and Customization -- Calculating Costs and Benefits of Personalization -- Dynamic Delivery -- Dynamic versus Static -- The Trend Toward Dynamic -- Choosing a Delivery Mechanism -- Personalized Information Storage -- The Self-Describing Marketplace -- Privacy -- Customers as Members of Groups -- Focusing on the Group -- Recommendation Engines -- How They Work -- Performance and Forming Groups -- Integration with Different Information Sources -- Integration with Marketer Input -- Reasons to Use a Recommendation Engine -- When Recommendation Engines Aren't Useful -- Selecting the Right Product -- Tools for Marketing -- Market Segments -- Customer Segments -- Applying Recommendation and Segmentation -- Key Ideas -- Building Personalized Engagement -- Assembling the Pieces -- The Processes -- Collection -- Association -- Delivery -- The Information Sources -- Customer Information -- Business Information -- Content Information -- A Staged Development Plan -- Engaging the Individual Customer -- Engaging Customers in the Context of Groups -- Growing the Engagement over Time -- Stages, Summarized.