This document discusses using data analytics to advance digital strategies in China. It highlights the importance of understanding the Chinese ecommerce marketplace, competitors, and customers using analytics. Several analytics tools are introduced for tracking website and mobile traffic, search trends, sales, customers, and paid advertising on Chinese platforms like Tmall, Baidu, and WeChat. Integrating these tools can provide insights into audience acquisition, behavior, and conversions to improve marketing strategies across multiple sales channels in China.

1. ADVANCE YOUR CHINA DIGITAL
STRATEGY USING DATA ANALYTICS
Present by THINK CHINA

2. "Half the money I spend on advertising
is wasted; the trouble is I don't know
which half”.
John Wanamaker (July 11, 1838 – December 12,
1922)
WHY WE NEED DATA ANALTYICS

3. YOUR APPROACH TO E-COMMERCE
Market Place
Tmall, JD, Yihaodian
Own Website
Self-hosted store, mobile
app
B2B Market
Alibaba, Made-in-china, HC360
B2C B2B

4. UNDERSTAND THE MARKET
1. eCommerce marketplace
2. Search Engine

5. 人气= most searched 新品= new products
销量= most sold 价格= price
HOW TMALL RANKING WORKS
综合= All

6. UNDERSTAND YOUR COMPETITORS Search Term “Australia Wine”
Remember: Your store performance is open to everyone.
3600/Year Keywords function Free

7. Search Term - “snacks”
One day search volume
331,931
Average daily search
volume 90,000
TMALL MARKETPLACE

8. Search Team - “Australia Wine”
BAIDU INDEX

9. WEB ANALTYCIS
Audience
Who they are?
Acquisition
Where are they from?
Behaviour
What they did?
Conversions
How did they buy?

10. ANALYTICS FOR MARKET PLACE

11. 1. Overall Daily Report
2. Online Store Analytics
3. Paid Advertising Performance
4. Customer Segmentation
5. Mobile analytics
LINEZING ANALYTICS
Store Analytics
￥0 - RMB 980/ year

12. WEB ANALYTICS IN THE WEST
WEB ANALYTICS IN CHINA

13. Integration with Baidu Search
Individual user tracking
Heat-map
Baidu PPC Analytics
Interface is only in Chinese
No Custom Report
Region reporting - ‘other countries’
No eCommerce tracking feature
BAIDU TONGJI

14. MULTI CHANNEL E-COMMERCE
B2C B2B
Market Place
Tmall, JD, Yihaodian
Own Website
Self-hosted store, mobile
app
B2B Market
Alibaba, Made-in-china, HC360

15. Digital Strategy | Chinese Ecommerce | Data Analytics