Meet Jim. Jim is looking to throw the ultimate birthday party for his 4 year old son and has quite a ‘to- do’ list for the party. Jim decides to kick off his party prep by logging on to his trusty ecommerce store and begins shopping, beginning with ingredients for the birthday cake.

Before getting onboard a PhD in Data Mining or acquiring one, there is some level of magic a marketer can do with the behavioral database he has set up, without the need for advanced analytical Tools.