As the Internet continues to change the way we live, find information, communicate, and do business, it has also been taking on a dramatically increasing role in marketing and advertising. Unlike any prior mass medium, the Internet is a unique medium when it comes to interactivity and offers ability to target and program messaging at the individual level. Coupled with its uniqueness in the richness of the data that is available for measurability, in the variety of ways to utilize the data, and in the great dependence of effective marketing on applications that are heavily data-driven, makes data mining and statistical data analysis, modeling, and reporting an essential mission-critical part of running the on-line business.