It is an aphorism that selling begins with customer knowledge. The customer, after all, is king -- or queen, as the case may be. May I disagree? It is the customer of the customer who rules, after all, isn't it? In other words, the starting point for successful selling online is deep audience insight. And here clickstream metrics cannot give you the answers. There is no substitution for audience knowledge and insight. You know, the kind of understanding that comes from actually speaking to them, listening to them, engaging in dialogue with them.