Internet-based retailers often spend millions of dollars on advertising but how well do they use website log data to track their own performance in turning random browsers into buyers? And buyers into repeat buyers? And repeat buyers into big spenders? Not well at all claims Peter Fader of Wharton’s marketing department. As disturbing signs emerge that online purchasing may be starting to stall Internet-based merchants must do a better job of establishing performance benchmarks and basing marketing strategies on real numbers. They can learn lots of lessons says Fader from the humble grocery store.

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