网络营销外文翻译—基于Web挖掘的电子商务智能网络营销新趋势（节选）

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1、字数：英文 2554 单词， 13103 字符；中文 4229 汉字 出处： Gerrikagoitia J K, Castander I, Rebn F, et al. New trends of Intelligent E-Marketing based on Web Mining for e-shopsJ. Procedia-Social and Behavioral Sciences, 2015, 175: 75-83. 外文文献： New trends of Intelligent E-Marketing based on Web Mining for e-shops Abstrac

2、t 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 customers preferences. For this reaso

3、n, 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 u

4、nderstand 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- marketin

5、g 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. Key words: e-marketing; e-commerce; web mining;

6、 trends e-marketing; digital footprint 1.Introduction In the last decade Internet has experienced a 33% high growth in the number of users worldwide. This has led to a greater acceptance of it by consumers, either as an instrument that facilitates the search for information or as a way to an end for the purchase of the products and services (“The internet a decade later”, 2013). This new technological environment has generated a significant change in the behaviour, habits and tren