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One of the more controversial aspects of the Web is the existence of cookies Cookies are nothing but an encoded set of information that the Web server asks your browser to keep for it The cookies simply contain information about you and the sites you visit They may contain information, such as your credit card number, that you have entered while visiting a site They may also contain links you selected from that Web site If you visit a major outfittercom and you look at hiking boots, the next time you log into that site, the first page may have backpacks and tents prominently displayed The site read the cookies it left on your machine the last time you visited It determined that you are an outdoor type (and decided it would be a high probability of sale for you on related outdoor equipment However, you still have the ability to view all the other parts of the site because the index page always contains an index to other pages on the main page Cookies, then, are a convenient way for the vendor to keep information about site visitors without having to keep a huge database of all visitors whether they are casual or frequent visitors You can throw away the cookie file anytime you want The browser will rebuild it when it needs it You can also read your cookie file by opening it in a text reader Depending on the browser, the cookie file normally contains ASCII text The information is normally encoded as a set of numbers that are not meaningful to anyone but the originator of the cookie Some Web pages won t work correctly unless you have the cookies enabled You may leave accept cookies turned on and discard the file at the end of your session if you are paranoid about the information that might be stored therein.

A 14-inch diameter, flat proof, treaded wheel (courtesy of National Power Chair, Inc)

Even if we have links to follow, there is no good way to find a specific set of information We still need a database catalog that we can search that lists sites that might contain the information we want The search engines (such as Yahoo! and Alta Vista) provide a database to search very similar to the way Gopher and Veronica tools did in the past Enterprising individuals also developed Web crawlers that would follow hyperlinks based on a key word and fetch all the associated pages You could start these crawlers, go to bed, and wake up with a full disk Today s databases are a combination of crawling and advertising The business plan of the search engine provider is to offer advertising along with the database information Companies that pay more get a better position on each page In a few cases, the ordering of the hits on the page is a function of how much the information source paid to gets its listing put first The goal of the game is to entice the Web surfers to your site Once there, you can either sell them something or present them with advertising for which you have been paid The more visitors to your site, the more you can charge for the so-called banner advertisements For folks looking for information, these banner ads are just background noise Being enticed to look at one will often lead you on an interesting, but irrelevant, wild goose chase

A single KPI can have multiple target values As an example, a particular product line might have its own target value to sell a certain dollar amount in the next year In addition, that same product line might have a target to be at least 20% of the total revenue for the company This means that a single Sales Amount KPI might be filtered to that particular product group One target would be the Sales Amount Target for that product group and the other target would be the Percentage of Total Sales Such a configuration can be achieved because a KPI can have any number of targets when it is being designed Referring back to Figure 5-12, there is a button labeled New Target in the Actual and Targets area This allows for the addition of new targets to this particular KPI, and of course each target can map to a different data source, or contain hard-coded values

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