The Internet's biggest selling point lies in the sheer volume of information available at the touch of a key. But that's also one of the Web's major drawbacks, forcing users to sift through mountains of information to find what they want. A few dot-com pioneers, like Yahoo and IWon.com, realized early on that information overload could result in frustration, so they began of fering customization features that allowed users to filter content.

Many business executives contend that this customer-centric approach to online retailing is the future of e-commerce. But this customized approach is not restricted to any single business sector. Yellow Corp., which provides regional and international freight service, has enhanced its Internet-based services to capture, store and analyze all online visitor behavior for its MyYellow.com Web site.

The new platform will capture every instance of clickstream activity from online visitors to build LIVE (Lifetime Individual Visitor Experience) profiles that will serve as the foundation for future e-business initiatives.

Yellow hopes the ability to extend personalized data through advanced analysis and reporting modules ultimately will help build customer loyalty.