et research data can of course be used to develop demographic and psychographic profiles of particular types of customers, enabling merchants to tailor their marketing strategies accordingly. However, the data mining performed by online software programs that interact dynamically with customers who use the merchantÆs website may hold the greatest potential for boosting the effectiveness of traditional data mining techniques, because these programs can observe, track, and analyze consumer behavior without missing a beat:
"If a brick-and-mortar store followed its customers around with video cameras, they could not get this kind
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