Final answer:
Companies can use cookies to track browsing behavior, personalize experiences, and collect data for targeted advertising, enhancing marketing strategies and user experience while also needing to maintain strong security measures.
Step-by-step explanation:
By using cookies to record a customer's visit to a website, the company's marketing team can track the customer's browsing behavior, personalize the customer's experience, and collect data for targeted advertising. Tracking browsing behavior involves monitoring which pages and products the customer views. Personalization can include displaying welcome messages with the user's name, suggesting products based on past behavior, or adjusting content based on user preferences. Collecting data helps in creating targeted advertising, which serves relevant ads to users based on their interests and browsing history. This allows for a more effective marketing strategy and a better user experience. However, it is essential to note the importance of user privacy and security, as hackers may use various methods to break into websites, which poses risks for both companies and customers.