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 customer´s preferences. For this reason, 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 understand 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 emarketing 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.

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At this moment we are seeing a confluence of practices and technologies into smarter computing capabilities that enable organizations to accomplish intelligent actions to address time-sensitive business processes and benefit from analytics. Business Intelligence processes within companies allow obtaining blue oceans where a strong growth and high business benefits are pursued through the creation of a new demand in an unknown strategic space, instead of facing competitors pursued to achieve customers in an already developed activity. This article describes a case study where the behavior of virtual visitors from the BRIC (Brazil, China, India and Russia) market into one of the most important country websites focusing its activity on tourism. Through the study of web analytics on the website, it will be showcased different interests identified via digital footprint left by the virtual visitors and depending on their country of origin. This fact will allow harmonizing the content and supply of tourism resources of the web site with regard to virtual visitors from these markets. Ultimately, it will allow to direct actions of specific emarketing to the BRIC market.

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