The document discusses the fashion company's e-commerce operations. It outlines the company's organizational structure, which includes divisions for sales, e-commerce, marketing, and IT. It also maps out the key functions within the e-commerce division, including trading, marketing, operations, and technology. Finally, it presents diagrams showing the company's affiliate marketing strategy and analytics tracking process.

1. The Fashion
Company

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Per approfondimenti http://www.gasparotto.biz/2011/03/ansia-da-performance/ e http://www.gasparotto.biz/2011/04/cloud-computing/

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10. Operatore logistico
Ampio raggio Ultimo miglio
C
A
In-sourcing
Business model
B
D
Out-sourcing
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14. Per approfondimenti http://www.gasparotto.biz/2011/02/a-b-multivariate/

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18. CEO
Sales eCommerce MKTG IT
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20. eCommerce
Trading MKTG Opereation Tech
Catalogue Design Invoicing Platform
Commercial Communication Customer care Project management
Direct Marketing Logistic
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26. 2 1
Prezzo
4 3
Servizio

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Web-price + S&R ►
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Prezzo
4 3
Servizio

28. Sono I clienti con più sensibili al
prezzo e tipicamente che
2 1 consultano i siti di
Price focus comparazione prezzi: le
asepttative sono definite
dalle politiche dei siti più
Prezzo
aggressivi.
La sessione viene
4 3 personalizzata in modo da
essere competitiva anche per i
più esigenti preservando la
politica di prezzi globale.
Servizio

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Prezzo
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4 3
Service / quality
Servizio

31. Costi vs Conversion rate
Brand Engagement
Awareness
Information
Direct Response
Acquisition
Purchase
Per approfondimenti http://www.gasparotto.biz/2011/05/nel-digital-il-modo-di-acquistare-media-cpc-cpm-cpa-cpl-trasforma-il-media-stesso/

32. Sales
Affiliate network
Price Comparison CPA
KWA
product SEO Behavioural
product retargeting
Affiliate network (Criteo)
CPL
Co-Marketing activities
Viral mktg
Customer
Rating & Review
Prospect
UGC Member Get
Engagement Member
Content sharing
KWA on social
generic SEO DEM
corporate Customer
profiled newsletter
Unsold Inventory
Programs DEM Product sharing
on social
SEO
Display UGC
Advertising Acquisition
Visibility
Rich Media Advertising
Branding
Traffic

34. Single
Affiliate Affiliation
EMM Natural Google Kelkoo Affiliate
redir page product DB
Platform site
Affiliation Tracker Affiliation Tracker
Libero,
Gmail, Dedup redirection page
iSales Dart
Hotmail, Dart Tracker
….
Company Deduplication Tracke
EMM Home Product All Shopping Thank
redir page Page level pages cart You Page
Analytics Tracker
EMM Analytics
Per approfondimenti http://www.gasparotto.biz/2011/06/la-strategia-di-un-ecommerce-di-successo/

35. Grazie.
Federico Gasparotto
+39-331-7550490
Federico.gasparotto@gmail.com