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

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THANK YOU ARNAUD ROFIDAL Chairman altima°asia

arofidal@altima.fr 0086 186 1690 4988