Entrepreneurs with E-Commerce Stores: Do you track your customers?

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I am a software developer and I was having a discussion with my boss on an idea of customer tracking.

The idea is to insert cookie through order confirmation (from email) so that when they visit your sites, you could personalized offer for them.

To me, this idea is too obvious. So, I am wondering what type of solutions are e-commerce stores already employing to track their customers via cookie (or IP address)?

Do you even find it useful to track your customers? Sure, there are a lot of useful data. But, do you know how to act on it?

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