webanalytics in china : from good to great - altima asia
46
WEBANALYTICS IN CHINA From good to great webanalytics … the best of two worlds China Connect - Paris – 27 june 2013
-
Upload
arnaud-rofidal -
Category
Business
-
view
369 -
download
0
description
Keynote made by arnaud rofidal from altima asia at China Connect InTheCIty in june 2013 during the Baidu Masterclass. It explains what is the state of webanalytics in China and what are the challenges for digital marketers. Also this keynote answer the question about usage of google analytics in china.
Transcript of webanalytics in china : from good to great - altima asia
WEBANALYTICS IN CHINA From good to great webanalytics … the best of two worlds China Connect - Paris – 27 june 2013
WHY WEBANALYTICS ?
EVERYTHING IS DIFFERENT
WHY WEBANALYTICS
YOU WILL SPEND MONEY
WHY WEBANALYTICS
AND YOU WANT ROI IN CHINA
WHY WEBANALYTICS
FOR THAT YOU NEED TO MEASURE
WHY WEBANALYTICS
STATE OF WEBANALYTICS MARKET IN CHINA
STATE OF WEBANALYTICS IN CHINA
CHINESE DIGITAL MARKETERS ARE LARGELY STILL FOCUSED ON CUSTOMER ACQUISITION AND ONLINE ADVERTISING TO DRIVE BRAND AND AWARENESS Ashley Friedlein – CEO and Co-founder of Econsultancy
STATE OF WEBANALYTICS IN CHINA
WHY ?
75 % GROWTH RATE OF ECOMMERCE LAST YEAR source : McKinsey « china’s e-tail revolution march 2013 »
STATE OF WEBANALYTICS IN CHINA
CONSEQUENCES
STILL IMMATURE MARKET IN BEST PRACTICES CHINESE TOOLS QUITE YOUNG COMPARED TO WESTERN ONES WITH A SMALLER FUNCTIONAL SCOPE AT THIS TIME… BUT CERTAINLY NOT FOR LONG !
STATE OF WEBANALYTICS IN CHINA
AND YOU WILL COME WITH ONE OF THESE
THE « GREAT » QUESTION
FIREWALL IMPACT
THE GREAT QUESTION
THE GREAT QUESTION
IMPACT ON ACCURACY AND USABILITY
STRONG POSSIBLE IMPACT FOR GOOGLE SMALL IMPACT FOR OTHER PLAYERS HOSTED OUTSIDE CHINA NO IMPACT FOR THOSE HOSTED IN CHINA
TITRE DE LA RUBRIQUE
ACCURACY - GOOGLE EXAMPLE
source : caleb whitmore blog
CAN YOU KEEP YOUR EXISTING TOOL IF IT IS GOOGLE ANALYTICS?
CAN YOU KEEP YOUR EXISTING TOOL IF IT IS GOOGLE ANALYTICS?
在中国
TOP CHINESE WEBSITES ARE MAINLY USING WESTERN TOOLS 60% of the 30 most important ecommerce websites in china are using western tools More than 80% are using Google Analytics list of sites: http://top.chinaz.com/
CAN YOU KEEP YOUR EXISTING TOOL IF IT IS GOOGLE ANALYTICS?
在中国
CAN YOU KEEP YOUR EXISTING TOOL IF IT IS GOOGLE ANALYTICS?
YES YOU CAN BUT ADAPT IT !
ADAPT THE WAY YOU MEASURE & ANALYSE IDENTIFY DATAS TO EXCLUDE AVOID SOME TOOLS LIKE GOOGLE TAG MANAGER
ADAPT MEASUREMENT TO THE CHINESE MARKET
SEARCH ENGINES
ADAPT MEASUREMENT
SEARCH ENGINES
WHERE ARE SOGOU AND SOSO ?
? ?
SEARCH ENGINES
HOW MUCH DO YOU MISS ?
71%
14%
8%
3%
2%
by default, at least 11% are not taken into account by google as search engines
source : cnzz
SEARCH ENGINES
IN MY REFERRALS SOURCES…
SEARCH ENGINES
BACK TO THE RIGHT PLACE !
NOT PROVIDED
SEARCH ENGINES
SEARCH ENGINES
NOT PROVIDED
SEARCH ENGINES
NOT PROVIDED
IN THE WESTERN WORLD « NOT PROVIDED » FROM GOOGLE IS HUGE AND CONSTANTLY RISING IT CHANGES THE WAY YOU ANALYZE SEO AND USE SEO DATAS LESS SEO / SEM LINK ABILITY TO SEE TRENDS IS LOST PERFORMANCE SEO IS NOT A SUSTAINABLE BUSINESS MODEL YET
SEARCH ENGINES
NOT IN CHINA ;-)
BAIDU PROVIDES THE KEYWORDS AND EVEN FOR GOOGLE SEARCHES IN CHINA « NOT PROVIDED » HAS A LESSER IMPACT BECAUSE OF LOWER USAGE OF CHROME AND FIREFOX LOWER USAGE OF SURFING WITH GOOGLE LOGGED IN
SEARCH ENGINES
SO ENHANCE YOUR BAIDU SEO VISION !
SOCIAL MEDIA
ADAPT MEASUREMENT
SOCIAL MEDIA
UNIQUE, FRAGMENTED, DYNAMIC
SOCIAL MEDIA
SOCIAL MEDIA IN CHINA IS AT THE CENTER OF THE CONSUMER DECISION MAKING PROCESS AND BEHAVIOUR
SOCIAL MEDIA POPULATION = CONSUMER POPULATION 75% OF ALL ONLINE USERS POST RATINGS AND REVIEWS AT LEAST EVERY MONTH
source : razorfish last china connect
SOCIAL MEDIA
SNS, MICRO BLOGS AND OTHERS ARE AUTOMATICALLY TAKEN INTO ACCOUNT AS SOCIAL BY GOOGLE
SOCIAL MEDIA
BUT NOT BBS (Bulletin Board Systems)
HOME TO PRACTICAL CONSUMER CHAT
XCAR IS THE BIGGEST IN AUTOMOTIVE SECTOR 8 MILLIONS USERS 200 000 ACTIVE USERS A MONTH
SOCIAL MEDIA
ENHANCE YOUR SOCIAL VISION
BY CLASSIFYING AT LEAST YOUR MOST IMPORTANT BBS AS SOCIAL TO ENSURE A FULL VISION OF YOUR SOCIAL STRATEGY AND ROI BY LISTENING WHAT IS SAID ABOUT YOU, YOUR PRODUCT AND COMPETITORS USING SOCIAL MEDIA MONITORING TOOLS
ADAPT SITE CENTRIC MEASUREMENT
ADAPT TO THE CHINESE MARKET
MODIFY YOUR CODE OR SET UP YOUR ANALYTICS TOOL TO ENSURE FULL VISION OF MARKETING SOURCES AND KEEP IT UPDATED AS THE DIGITAL AREA CAN CHANGE FASTER THAN ANYWHERE IT IS CRUCIAL TO ENSURE A GOOD VISION OF MARKETING MIX AND ROI…AND TO TAKE THE APPROPRIATE ACTIONS !
BAIDU TONGJI
BAIDU TONGJI
BAIDU TONGJI
SPECIFIC FEATURES
SEARCH : SEO AND CPC SITE SPEED DIAGNOSIS AND ADVICES INDIVIDUAL USER VIEW DEMOGRAPHIC INFORMATIONS IN PAGE ANALYSIS
BAIDU TONGJI
SEARCH EXAMPLE
SEO ADVICE THAT ALLOW YOU TO UNDERSTAND WHERE TO FOCUS ON
BAIDU TONGJI
INDIVIDUAL USER VIEW
FULL PATH MADE BY AN INDIVIDUAL COOKIE THAT COULD BE HELPFUL TO UNDERSTAND SPECIFIC SITUATIONS LIMITED NUMBER OF PATHS AVAILABLE
BAIDU TONGJI
DEMOGRAPHIC
DEMOGRAPHIC INSIGHTS BASED ON BAIDU KNOWN USERS
CONCLUSION
CONCLUSION
CLEARLY UNDERSTAND FIREWALL IMPACT AND DECIDE WHETHER TO KEEP YOUR EXISTING TOOL IF GOOGLE ANALYTICS, MONITOR DATA TO EXCLUDE & AVOID GTM ADAPT YOUR MEASUREMENT TO CHINESE SPECIFICITIES : SEARCH, SOCIAL, MOBILE, TIERS CITIES FOR EACH TOOL FOCUS ON SOCIAL LISTENING WHEN USING BAIDU PPC : BAIDU TONGJI
