Tampa, Fla.

Heather Fletcher is senior content editor with Target Marketing.

Fantasyland is a great place for its members to go, but AAA Auto Club South's analytics team wants to ensure that its data—enabling, for example, insight into customers' propensity to buy the discounted Walt Disney World tickets it sells—reflects reality.

At its most basic level, the Web is an inquiry management environment. Consumers and businesspeople head online almost every day to source products and solutions that fit their needs. Depending on the urgency of their needs, they might request some sales literature or samples, or locate nearby retail outlets to check out the items in person. All the while, they have a host of competitive options at their fingertips—and then possibly just a phone call or short drive away.

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