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.
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
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
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. 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
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
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. 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. 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 !
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
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