Correlating Web-User Data
http://www.clickz.com/mkt/precis_mkt/article.php/841181

Allen, Cliff
ClickZ
2001

Abstract:

Everything served to a visitor -- from the first page through marketing, sales, and product fulfillment -- generates data about the customer. Web marketers can tap into this 'free' source of profile data for just the cost of converting existing data into a format that can be used by a data-analysis program.