Overview of E-commerce Technologies, Data Analysis Capabilities and Marketing Knowledge

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.