Keywords: Crm, web analytics, affiliation, lock-in, web relationship marketing.
The present paper shows a proposal of strategy with which a firm,
that is starting an on line business, can reach a competitive advantage
based on customer satisfaction, trust and loyalty: these are really important
assets for the hypercompetitive online environment.
The implementation of an e-customer strategy is substantially
based on the opportunities linked to the development of digital applications,
the correct use of analysis techniques of digital tools traffic
and the consciousness of the relational dynamics that rule digital environments.
The present work aims to give a review of the most important literary
contributions to explain the theoretical and operative approach
to e-customer strategy and aims to apply these concepts to the new
digital context: the definition of presuppositions about the on line environment
and consumer behavior, the consciousness of the most important
tools and the right knowledge about how to use the results
of the techniques of analysis represent the key elements to reach customer