An important reason for not conducting customer interviews is that many practitioners already feel overwhelmed by the sheer amount and apparent richness (detail) of the available clickstream data. Hofacker and Murphy [15] refer to these data as “instant, direct and automatic Internet feedback”. Day after day, gigabytes of new data become available, which seriously limit the practitioner’s appetite for even more data. Still, the available information appears to be underutilized by both practitioners and academics