Website visitor tracking
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Website visitor tracking (WVT) is the analysis of visitor behaviour on a website. Analysis of an individual visitor's behaviour may be used to provide that visitor with options or content that relates to their implied preferences; either during a visit or in the future.
Use of WVT technologies can be controversial when applied in the context of a private individual; and to varying degrees is subject to legislation such as the EU's eCommerce Directive and the UK's Data Protection Act. When it is done without the knowledge of a user, it may be considered a breach of browser security.
However, in a business-to-business context understanding a web site visitors behaviour in order to identify buying intentions is seen by many commercial organisations as an effective way to target marketing activities. Visiting companies can be approached, both on and offline, with marketing and sales propositions which are relevant to their current requirements. From the point of view of a sales organisation, engaging with a potential customer when they are actively looking to buy can produce huge savings in otherwise wasted marketing funds.
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