webanalytics in china : from good to great - altima asia

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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.

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webanalytics in china : from good to great - altima asia

  1. 1. WEBANALYTICS IN CHINA From good to great webanalytics … the best of two worlds China Connect - Paris – 27 june 2013
  2. 2. WHY WEBANALYTICS ?
  3. 3. EVERYTHING IS DIFFERENT WHYWEBANALYTICS
  4. 4. YOU WILL SPEND MONEY WHYWEBANALYTICS
  5. 5. AND YOU WANT ROI IN CHINA WHYWEBANALYTICS
  6. 6. FOR THAT YOU NEED TO MEASURE WHYWEBANALYTICS
  7. 7. STATE OF WEBANALYTICS MARKET IN CHINA
  8. 8. STATEOFWEBANALYTICSINCHINA 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
  9. 9. STATEOFWEBANALYTICSINCHINA WHY ? 75 % GROWTH RATE OF ECOMMERCE LAST YEAR source : McKinsey « china’s e-tail revolution march 2013 »
  10. 10. STATEOFWEBANALYTICSINCHINA 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 !
  11. 11. STATEOFWEBANALYTICSINCHINA AND YOU WILL COME WITH ONE OF THESE
  12. 12. THE « GREAT » QUESTION
  13. 13. FIREWALL IMPACT THEGREATQUESTION
  14. 14. THEGREATQUESTION 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
  15. 15. TITREDELARUBRIQUE ACCURACY - GOOGLE EXAMPLE source : caleb whitmore blog
  16. 16. CAN YOU KEEP YOUR EXISTING TOOL IF IT IS GOOGLE ANALYTICS?
  17. 17. CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS? 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/
  18. 18. CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS? 在中国
  19. 19. CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS? YES YOU CAN BUT ADAPT IT ! ADAPT THE WAY YOU MEASURE & ANALYSE IDENTIFY DATAS TO EXCLUDE AVOID SOME TOOLS LIKE GOOGLE TAG MANAGER
  20. 20. ADAPT MEASUREMENT TO THE CHINESE MARKET
  21. 21. SEARCH ENGINES ADAPTMEASUREMENT
  22. 22. SEARCHENGINES WHERE ARE SOGOU AND SOSO ? ? ?
  23. 23. SEARCHENGINES 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
  24. 24. SEARCHENGINES IN MY REFERRALS SOURCES…
  25. 25. SEARCHENGINES BACK TO THE RIGHT PLACE !
  26. 26. NOT PROVIDED SEARCHENGINES
  27. 27. SEARCHENGINES NOT PROVIDED
  28. 28. SEARCHENGINES 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
  29. 29. SEARCHENGINES 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
  30. 30. SEARCHENGINES SO ENHANCE YOUR BAIDU SEO VISION !
  31. 31. SOCIAL MEDIA ADAPTMEASUREMENT
  32. 32. SOCIALMEDIA UNIQUE, FRAGMENTED, DYNAMIC
  33. 33. SOCIALMEDIA 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
  34. 34. SOCIALMEDIA SNS, MICRO BLOGS AND OTHERS ARE AUTOMATICALLY TAKEN INTO ACCOUNT AS SOCIAL BY GOOGLE
  35. 35. SOCIALMEDIA 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
  36. 36. SOCIALMEDIA 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
  37. 37. ADAPTSITECENTRICMEASUREMENT 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 !
  38. 38. BAIDU TONGJI
  39. 39. BAIDUTONGJI
  40. 40. BAIDUTONGJI SPECIFIC FEATURES SEARCH : SEO AND CPC SITE SPEED DIAGNOSIS AND ADVICES INDIVIDUAL USER VIEW DEMOGRAPHIC INFORMATIONS IN PAGE ANALYSIS
  41. 41. BAIDUTONGJI SEARCH EXAMPLE SEO ADVICE THAT ALLOW YOU TO UNDERSTAND WHERE TO FOCUS ON
  42. 42. BAIDUTONGJI INDIVIDUAL USER VIEW FULL PATH MADE BY AN INDIVIDUAL COOKIE THAT COULD BE HELPFUL TO UNDERSTAND SPECIFIC SITUATIONS LIMITED NUMBER OF PATHS AVAILABLE
  43. 43. BAIDUTONGJI DEMOGRAPHIC DEMOGRAPHIC INSIGHTS BASED ON BAIDU KNOWN USERS
  44. 44. CONCLUSION
  45. 45. 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
  46. 46. www.altima.fr THANK YOU ARNAUD ROFIDAL Chairman altima°asia arofidal@altima.fr 0086 186 1690 4988

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