Methods to Capture Customer Information

There are many different ways web sites capture information from customers. Obvious and open methods of data capture are called 'overt' methods. When these methods are used the customer knows that the information is being captured. An example of an overt method of data capture is a data capture form that the customer fills in, this way they know exactly what information is being taken. Attitude use this type of data capture on their web site - for example when the customer fills in the form to give their personal detials such as name, address etc in order to become a member of the site. This is good because it means the customer knows exactly what information is being taken from them because they are giving it in the first place.

However quite a lot of information is taken without the customer realising, these methods of data capture are called 'covert' methods. It is possible for web sites to log the IP address of a customers computer when they are making transactions. This can then be tracked to a particular computer because IP addresses are allocated to cetain computers by the ISP (however this information is only useful to the company at the time the user is connected to the Internet).

Another method of collecting data is to put a code on a web site that leaves 'cookies' on the user's computer. There is code on the cookie that identifies a computer when it returns to the web site. This enables a company to see how often you visit the web site, what pages you look at, how long you stay on the site for and other information. Code used on web sites can also log statistics such as what search engine referred them to the web site and what words they put in the search to call it up - they can even see what browser is being used and the computer's operating system.

Attitude uses cookies - the customer is told about the use of cookies on the 'Terms and Conditions' page meaning the customer is aware that they are using them (if they look at this page). They say "cookies help us provide you with a better website, by enabling us to monitor which pages you find useful and which you do not".