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For most businesses, the Web has become an important channel for managing relationships with customers since it has become the preferred, and in some cases, the sole method by which many customers interact with companies. As a result, delivering compelling communication and content during a Web session is critical in order to acquire and retain valuable customers and to develop additional sales opportunities. Companies such as Amazon.com and Netflix have achieved success by promoting products based on customer behavior. Other companies use the Web to deliver timely content based on significant changes in customers' lives and their relationships with the company.
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