Correlating Web-User Data
http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=33&nav1=1&

Allen, Cliff
Allen.com
2001

Abstract:

The statistical term 'correlation' has found its way into popular business language. Often, though, no measurement of correlation has actually taken place. That's too bad. Because there's probably a correlation between measuring correlation and increasing revenue.