Abstract
The E-commerce trends are showing a growing rate in the last decade for both B to B and B to C trade. The e-commerce technologies enable firms to collect a huge amount of data regarding the profile of consumers, the habits of consumption, the frequency and amounts of purchases, the payment details, the level of satisfaction and also the intention to repurchase the product or equivalent products in the future. The e-commerce technologies are then helping managers to collect relevant data and orient strategic and tactical marketing decisions. The problem that faces small and medium enterprises nowadays is the lack of customer information analysis capabilities that treat the large, heterogeneous and volatile aspects of the data collected with the e-commerce tools. This paper proposes a survey of the main e-commerce technologies and tools that collect consumer data and the potential contribution of each type of data in generating relevant customer knowledge that orient the marketing decisions. This research highlights all the stages of the process from the e-commerce technologies that collect data, then the analytical phase for the extraction of knowledge and finally the marketing decision orientation.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Wyai, L.C., WaiShiang, C., Lu, M.V.A.: Agent negotiation patterns for multi agent negotiation system. Adv. Sci. Lett. 24(2), 1464–1469 (2018)
Chalmeta, R.: Methodology for customer relationship management. J. Syst. Softw. 79(7), 1015–1024 (2006)
Giovanoli, C., Pulikal, P., Grivas, S.: E-marketplace for cloud services. In: Cloud Computing 2014: The Fifth International Conference on Cloud Computing, GRIDs, and Virtualization (2014)
Harvard Business Review Analytical Services: Real Time Analytics, The key to unlocking customer insights and driving the customer experience, 12 p. (2018)
Khlif, H., Jallouli, R.: The success factors of CRM systems, an explanatory analysis. J. Glob. Bus. Technol. 10(2), 24–41 (2014)
Krasnikov, A., Jayachandran, S., Kumar, V.: The impact of customer relationship management implementation on cost and profit efficiencies: evidence from the U.S. commercial banking industry. J. Mark. 73(6), 61–76 (2009)
Kumar, S.: Transformative marketing: the next 20 years. J. Mark. 82(4), 1–12 (2018)
Kumar, S., Joshi, P., Saquib, Z.: Ubiquitous commerce: the new world of technologies. Int. J. Life Sci. Eng. 1(2), 50–55 (2015)
Lefébure, R., Ventury, G.: Gestion de la relation client Panorama des produits et conduite de projets, Eyrolles, 334 p. (2001)
Liao, S.H., Chu, P.H., Hsiao, P.Y.: Data mining techniques and applications – a decade review from 2000 to 2011. Expert Syst. Appl. 39, 11303–11311 (2012)
National Academies of Sciences, Engineering, and Medicine: Strengthening Data Science Methods for Department of Defense Personnel and Readiness Missions. The National Academies Press, Washington, DC (2017). https://doi.org/10.17226/23670
Roberts, J.H., Kayande, U., Stremersch, S.: From academic research to marketing practice: exploring the marketing science value chain. Int. J. Res. Mark. 31, 127–140 (2014)
Shugan, S.M.: The impact of advancing technology on marketing and academic research. Mark. Sci. 23(4), 469–475 (2004)
Song, W., Zhang, Y., Wang, J., Li, H., Meng, Y., Cheng, R.: Research on characteristics and value analysis of power grid data asset. Procedia Comput. Sci. 139, 158–164 (2018)
Teo, T.S.H., Devadoss, P., Pan, S.L.: Towards a holistic perspective of customer relationship management (CRM) implementation: a case study of the housing and development board, Singapore. Decis. Support Syst. 42(3), 1613–1627 (2006)
Verdouw, C.N., Robbemond, R.M., Verwaart, T., Wolfert, J., Beulens, A.J.M.: A reference architecture for IoT-based logistic information systems in agri-food supply chains. J. Enterprise Inf. Syst. 12(7), 755–779 (2018)
Amado, A., Cortez, P., Rita, P., Moro, S.: Research trends on big data in marketing: a text mining and topic modeling based literature analysis. Eur. Res. Manag. Bus. Econ. 24 (2017). https://doi.org/10.1016/j.iedeen.2017.06.002
Stein, A.D., Smith, M.F., Lancioni, R.A.: The development and diffusion of customer relationship management (CRM) intelligence in business-to-business environments. Ind. Mark. Manag. 42(6), 855–861 (2013)
Lindman, M., Pennanen, K., Rothenstein, J., Scozzi, B., Vincze, Z.: The practice of customer value creation and market effectiveness among low-tech SMES. J. Glob. Bus. Technol. 8(1), 16–35 (2012)
HBR Survey: Real Time Analytics: The key to unlocking customer insights and driving the customer experience. Harvard Business Review Analytic Services Survey, 16 p., March 2018
Webography
Uber (2018). http://www.uber.com
FedEx (2019). http://www.fedex.com
Amazon Web Services (2019). http://www.aws.com
Barilliance (2018). https://www.barilliance.com/category/email-marketing/
Barilliance (2014). https://www.barilliance.com/wp-content/uploads/2014/06/eyesdirect_n.pdf
Salesforce (2018). https://www.salesforce.com/crm/
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Kaabi, S., Jallouli, R. (2019). Overview of E-commerce Technologies, Data Analysis Capabilities and Marketing Knowledge. In: Jallouli, R., Bach Tobji, M., Bélisle, D., Mellouli, S., Abdallah, F., Osman, I. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2019. Lecture Notes in Business Information Processing, vol 358. Springer, Cham. https://doi.org/10.1007/978-3-030-30874-2_14
Download citation
DOI: https://doi.org/10.1007/978-3-030-30874-2_14
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-30873-5
Online ISBN: 978-3-030-30874-2
eBook Packages: Computer ScienceComputer Science (R0)