most websites store data about visitors to the site through click path. the information is typically used to improve the website and deliver personalized and more relevant content. in addition, the data results can not only be used by a designer to review, improve or redesign their website, but can also be used to model a user's browsing behaviour. in the online world of e-commerce, information collected through click path allows advertisers to construct personal profiles and use them to individually target consumers much more effectively than ever before; as a result, advertisers create more relevant advertising and efficiently spend advertising dollars. meanwhile, in the wrong hands click path data poses a serious threat to personal privacy.