New Trends of Intelligent E-marketing Based on Web Mining for E-shops

Abstract E-marketing is the concentration of all efforts in terms of adapting and developing marketing strategies into the virtual spaces: web, social media… In an e-commerce site, e-marketing must help consumers in their purchase. This requires precise knowledge of the customer's preferences. For this reason, holders of e-shops must find out to whom, to what, how and when to refer to the customer, ergo, to know the “ consumer decision journey ” and strengthen their engagement. This analysis is obtained when the customer is visiting an e-shop because (s)he leaves a digital footprint that can be used to understand his/her needs, desires and demands as well as to improve web presence. These data can be used for data mining to understand the e-marketing and selling processes in a better way. In this paper a survey of 86 e-shops in Spain is presented. In the conclusions, some ideas for good e-marketing practices related to the buying behaviour analysis of customers are shown. Hence, new trends in e-marketing are suggested from a strategic, tactical and operational level in which different data mining techniques ease the purchase and the engagement.