INMA_A01.QXD

Skills

There is a wide range of new skills required for e-commerce. Figure 4.25 gives an indication

of typical roles within an e-commerce team, placed within a customer-lifecyle-based struc-

ture. Each grouping of roles is placed in a dotted box which indicates the other teams this

group needs to work with, or potentially where in the organisation or outside this work is

completed. For example, e-CRM activities such as e-mail marketing could be potentially

undertaken in a particular business unit or country. Similarly, many activities of develop-

ment planning and implementation can be completed within IT or a specialist agency.

STRATEGY FORMULATION

Figure 4.25Typical structure and responsibilities for a large e-commerce team
Source: E-consultancy (2005)

PPC search

specialist

Acquisition

(E-marketing

Manager)

Direct

Acquisition

SEO search

specialist

Interactive ad

specialist

Creative

developer

Affiliate

specialist

Partner

Acquisition

Sponsorship

specialist

Online PR

specialist

Development and

change manager

Conversion/

Proposition

Development

Development

planning

Requirements

analyst

Web/Information

architect

Usability

analyst

Web

designer

Development:

implementation

Web developer

(or programmer)

Webmaster

Creative designer

or consultant

Content creator

or editor

Content

management

Business,

Country

marketing

Copywriter

Translator

Sales

analyst

Retention

E-commerce/

Direct Sales

Manager

E-CRM

Manager

Promotions

Exec

E-mail marketing

messaging

E-CRM

Executive

Customer

service also

within retention

Te l esales/

customer support

Operations

Customer

service

Agency,

Business,

Country

marketing

IT or

Agency

E-CRM

Manager

Operations

Contact

Centre

Online

Support agent

Web analytics

Analysis &

Reporting

Commercial

anaylst

Services

level manager

Infrastructure

Finance,

Business,

Reporting

IT or hosting

company