Through this discussion, we will take a look at leveraging technology to increase our understanding of consumer behavior. Prior to participating in the discussion be certain you have read the chapters and any additional reading, viewed the course materials including the TEDx Talk with Catherine Roe, and are ready to be an informed participant. Then respond to the following: Although technology continues to change, the basic consumer desire for value has not changed. In fact, the dot.com failures of the late 1990s illustrated that companies can fail if they do not enhance the value that consumers receive when buying online. With that in mind, how might marketers use technology to better understand consumer behavior? In your response, you should draw from personal experiences, your own research, and what you have learned from your reading. Remember to support your ideas.