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Dan Greening writes in (Web Techniques, Jan 2000) on
Data Mining on the Web.

He surveys the web data the visitors leave, including
demographics, psychographics, and technographics.
Demographics are tangible attributes such as home address or income.
Psychographics are personality types that might be revealed in a
survey. Technographics are attributes of the
visitor's system, such as operating system, browser, etc.

He also surveys goals of web mining (e.g. Increase average page views per
session or Increase average profit per checkout).
He then surveys approaches to web-mining techniques, including
    personalization, association, knowledge management, clustering,
 estimation and prediction, decision trees, and the available tools.

See
http://www.webtechniques.com/archives/2000/01/greening/

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