The Allegro Group is headquartered in Posnan, Poland, and is considered the largest non-eBay online marketplace in the world. Allegro, which currently offers over 75 proprietary Web sites in 11 European countries around the world, hosts over 15 million products and generates over 500 million page views per day. The challenge it faced was how to match the right offer to the right customer while still being able to support the extraordinary amount of data it held.

Questions for Discussion
1. How did Allegro significantly improve clickthrough rates with Web analytics?
2. What were the challenges, the proposed solution, and the obtained results?