navigation on the Web site and contain unwanted traffic leakage.Analysis of the search terms people are using in their search engines to find the site, and also the search terms they use within the site, may help to understand what motivates their visits.The exit pages -- that is, the page the visitors are leaving the site from -- may help in understanding if the visit had a happy ending and whether the site can be assured of return visits.The pages that people are looking at the most, and the least, may help in understanding the interests of the online audience. Past traffic data may help in forecasting the likely outcomes of future activities, such as new-product launches and marketing campaigns.Changes in traffic volumes that cannot be explained by internal factors may help in understanding external factors and their impact on your business. These external factors may range from the competition's marketing push to seasonal activities, such as major holidays and sporting functions. 14APPENDIX 2: THE P3P STANDARD14.1 IntroductionP3P 1.0, developed by the World Wide Web Consortium, is emerging as an industry standard providing a simple, automated way for users to gain more control over the use of personal information on Web sites they visit. At its most basic level, P3P is a standardized set of multiple-choice questions covering all the major aspects of a Web site's privacy policies. Taken together, they present a clear snapshot of how a site handles personal information about its users.P3P-enabled Web sites make this information available in a standard, machine-readable format. P3P-enabled browsers can "read" this snapshot automatically and compare it to the consumer's own set of privacy preferences.14.2 How It WorksP3P enables Web sites to translate their privacy practices into a standardized, machine-readable format (Extensible Markup Language XML) that can be retrieved automatically and easily interpreted by a user's bro...
