Objectives of knowledge management

B 
Online ordering systems
. This enables a site such as Tesco.com to track what is in 
your basket as you order different products.
C
Tracking within a site.
Web analytics software such as Webtrends (www.webtrends.
com) relies on persistent cookies to find the proportion of repeat visitors to a web‑
site. Webtrends and other tools increasingly use first‑ party cookies since they are 
more accurate and less likely to be blocked.
D
Tracking across sites
. Advertising networks use cookies to track the number of 
times a particular computer user has been shown a particular banner advertise‑
ment; they can also track adverts served on sites across an ad network.
Affiliate networks and pay‑ per‑ click ad networks such as Google Adwords will also 
use cookies to track through from a click on a third‑ party site to a sale or lead being 
generated on a destination or merchant site. These approaches tend to use third‑ party 
cookies. For example, if conversion tracking is enabled in Google Adwords, Google 
sets a cookie when a user clicks through on an ad. If this user buys the product, then 
the purchase confirmation page will include script code supplied by Google to make 
a check for a cookie placed by Google. If there is a match, the sale is attributed to 
Adwords. An alternative approach is that different online campaigns have different 
tracking parameters or codes within the links through to the destination site and when 
the user arrives on a site from a particular source this is identified and a cookie is set. 
When purchase confirmation occurs, this can then be attributed back to the original 
source and the particular referrer.
Owing to the large investments now made in pay‑ per‑ click and affiliate market‑
ing, this is the area of most concern for marketers since the tracking can become 
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