A lot of people don’t bother, it is just enough to show that you know what you’re doing. I’m not so great at giving a number like that, because the more important thing is the end result. You want the end result to be great.
In the late 1990s, two high-tech companies had a unique idea: They were working on a system that would not only track consumers as they shopped online, but would let advertisers know when you were on the lookout for their products. Instead of sending out personalized greetings from the checkout counter, the two companies hoped to send out a customized message of interest.
Two different companies came up with the exact same idea, but their product differed. On one hand, online retailer Net-a-Porter and online shopping site Shopping.com were working on a system that relied on the user’s Web browser to tell them who was buying their products, and by the time they delivered that message, the customer’s order had already shipped. But on the other hand, online catalog provider Net-a-Porter thought up an approach that relied more on a system known as a “backlink search.” The idea was that the system would use your browser’s back link system to determine where the web store you were on had sold you goods that you could then purchase from. With the system in place, one of Net- a-Porter’s products would be listed at a website with your email address—just like you would see the product’s description or store image in the shopping cart. You simply had to visit that website—and then go through the checkout with that product’s product information before you even made an online purchase!
It was a system that used a lot of technology, wasn’t quite as simple as the way it worked, and seemed to promise to improve your shopping experience, but it was never built. For four years, Netscape Navigator sat under an unfinished business plan. And the two companies in question? For a period of more than 10 years, they tried to make it work… until two things happened: 1) Netscape finally pulled the plug, and 2) they got rejected.
In 2001, Net-a-Porter and Shopping.com filed a lawsuit against Netscape. Netscape was the leading browser maker of that time, but had fallen on hard times—its market share in 2003, according to market research firm IDC, was just 25%. It was facing competition from Microsoft’s Internet Explorer. Netscape
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