(ii) to perform analytics and conduct customer research, including general market research or surveying our customers' needs and opinions on specific issues, generating sales and traffic patterns, and to analyze advertising effectiveness, both on an anonymous basis (e.g., by aggregating data) or on an individual basis (if legally permissible). This Personal Information or Other Information is collected through the use of server log files and tracking technologies to collect and analyze certain types of technical information and may include cookies and web beacons.