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Hot On The Trail

More and more online retailers are using a variety of tools to help them track their customers. Here's how you can, too.

This story appears in the August 1999 issue of Entrepreneur. Subscribe »

Web-site statistics are no small matter to Diana and Gregg Shapiro, owners of All The Right Gifts Inc. ( in Woodland Hills, . The gift-selection company runs an directory to help customers find gifts quickly.

Without reliable site statistics, the couple wouldn't be able to track the site's 500 daily visitors, who peruse at affiliate sites (sites where All The Right Gifts gets a portion of any generated from its referral) that sell gifts ranging from flowers and CDs to airline tickets. The data tells the couple which areas of the site visitors are viewing and which were used to reach the site--essential elements for managing the online directory.

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