Basketball, Soccer, and Travelling.

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The methodology and framework proposed makes a great effort at trying to identify those unknown users.  In some cases, all of the information gathered does not go further than identifying who the user’s ISP is?  And in others, a little more is collected.  The GIST (Gather-Infer-Segment-Track) methodology seems to require much synchronization among the various resources.  However, in most of the cases the users remain a mystery, but their behavior with the web site tend to provide useful information in order to improve the representation of the site and the hit rate.

Albert et al. relied on the design science research guidelines presented in Hevner et al. (2004) (Design as an Artifact, Problem Relevance, Research Rigor, Design as Search Process, Research Contribution, and Research Communication).  I am amazed at how fast Albert et al. (June, 2004) produced and published their GIST methodology paper, given that the Hevner et al. paper was published just a couple of months prior (March, 2004).

Although it seems that employing GIST would require significant resources, but then again the sort of businesses that just need web presence (non-transactional based) tend to be large companies with many resources available at their disposal. 

This paper was published in 2004, it seems that technologies of identifying customers behaviors were available much earlier (late 1990s).   Nonetheless, the paper served as a good example of designing an artifact under the guidelines of design science research.

Nimer :)