The internet changed that. It provided a massive amount of data showing almost every aspect of consumer behaviour. It could show which pages people viewed, in which order, what terms they searched for and when, what their interests were and what device they were using when they searched them out. It could follow them, from the point they clicked on an ad, to the selection of a product, to the page at which they inputted their payment details and ‘benchmark’ that data against the performance of their competitors.
