 Custom Fit Personalization is a major "value add" that IT can bring to the e-business table, whether by providing consumers a "one-to-one" e-marketing experience or giving front-office users and trading partners a customized view of business content. Marketing will never be the same. Colin White Beyond the Shopping Cart Unlike tracking clickstream behavior — which can help e-retailers sell "low-hanging fruit" such as CDs and books — Web mining analysis fosters repeated online sales by uncovering customers' preferences, rates of consumption, behaviors, and lifestyles in the offline world. How does it work? Jesus Mena Data in the Time of Cholera Observational sciences — which try to uncover how complex things work through knowledge discovery — have been around for 4,500 years. Can data warehouse practitioners learn anything from the hard lessons of history? Steven Johnston 
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