Technographics is the tracking of website visitors. On a basic level, Technographics provide information of what Operating System, Browser Type, Browser version, and where the user comes from. On advance level, Technographics would try to gather the visitors age, income, and marital status.
Why does all these information matter? It could result in increase sales which could equate to additional revenue. According to an article on the July 2010 issue of Website Magazine (page 44), there are early research that indicate that visitors that come via the Microsoft Bing search engine is 50% more likely to be converted than visitors from Google. It mentioned that it might be that there are more people that have the Google website as the default page. Pretty interesting but don't know if that is the main reason. Having information is power.
I have been using Technographics for about 15 years to gather information of what type of browser and computer screens the visitors uses so I can make sure to test the websites on those configurations. Technographic data is easy to gather and can easily be use to help improve the website and revenue.