WEBANALYTICS IN
CHINA
From good to great webanalytics …
the best of two worlds
China Connect - Paris – 27 june 2013
WHY WEBANALYTICS ?
EVERYTHING IS
DIFFERENT
WHYWEBANALYTICS
YOU WILL
SPEND MONEY
WHYWEBANALYTICS
AND YOU WANT
ROI IN CHINA
WHYWEBANALYTICS
FOR THAT YOU
NEED TO MEASURE
WHYWEBANALYTICS
STATE OF WEBANALYTICS MARKET
IN CHINA
STATEOFWEBANALYTICSINCHINA
CHINESE DIGITAL MARKETERS ARE LARGELY
STILL FOCUSED ON CUSTOMER ACQUISITION
AND ONLINE ADVERTIS...
STATEOFWEBANALYTICSINCHINA
WHY ?
75 % GROWTH RATE OF ECOMMERCE
LAST YEAR
source : McKinsey « china’s e-tail revolution mar...
STATEOFWEBANALYTICSINCHINA
CONSEQUENCES
STILL IMMATURE MARKET IN BEST PRACTICES
CHINESE TOOLS QUITE YOUNG COMPARED TO
WEST...
STATEOFWEBANALYTICSINCHINA
AND YOU WILL COME WITH ONE OF THESE
THE « GREAT » QUESTION
FIREWALL
IMPACT
THEGREATQUESTION
THEGREATQUESTION
IMPACT ON ACCURACY AND USABILITY
STRONG POSSIBLE IMPACT FOR GOOGLE
SMALL IMPACT FOR OTHER PLAYERS HOSTED
...
TITREDELARUBRIQUE
ACCURACY - GOOGLE EXAMPLE
source : caleb whitmore blog
CAN YOU KEEP YOUR EXISTING
TOOL IF IT IS GOOGLE ANALYTICS?
CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS?
在中国
TOP CHINESE WEBSITES ARE MAINLY USING
WESTERN TOOLS
60% of the 30 mos...
CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS?
在中国
CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS?
YES YOU CAN BUT ADAPT IT !
ADAPT THE WAY YOU MEASURE & ANALYSE
IDENTIFY D...
ADAPT MEASUREMENT TO THE
CHINESE MARKET
SEARCH
ENGINES
ADAPTMEASUREMENT
SEARCHENGINES
WHERE ARE SOGOU AND SOSO ?
?
?
SEARCHENGINES
HOW MUCH DO YOU MISS ?
71%
14%
8%
3%
2%
by default, at least 11% are
not taken into account by
google as sea...
SEARCHENGINES
IN MY REFERRALS SOURCES…
SEARCHENGINES
BACK TO THE RIGHT PLACE !
NOT PROVIDED
SEARCHENGINES
SEARCHENGINES
NOT PROVIDED
SEARCHENGINES
NOT PROVIDED
IN THE WESTERN WORLD « NOT PROVIDED »
FROM GOOGLE IS HUGE AND CONSTANTLY
RISING
IT CHANGES THE ...
SEARCHENGINES
NOT IN CHINA ;-)
BAIDU PROVIDES THE KEYWORDS
AND EVEN FOR GOOGLE SEARCHES IN CHINA
« NOT PROVIDED » HAS A LE...
SEARCHENGINES
SO ENHANCE YOUR BAIDU SEO VISION !
SOCIAL MEDIA
ADAPTMEASUREMENT
SOCIALMEDIA
UNIQUE, FRAGMENTED, DYNAMIC
SOCIALMEDIA
SOCIAL MEDIA IN CHINA IS AT THE CENTER
OF THE CONSUMER DECISION MAKING
PROCESS AND BEHAVIOUR
SOCIAL MEDIA POPU...
SOCIALMEDIA
SNS, MICRO BLOGS AND OTHERS ARE
AUTOMATICALLY TAKEN INTO ACCOUNT
AS SOCIAL BY GOOGLE
SOCIALMEDIA
BUT NOT BBS (Bulletin Board Systems)
HOME TO PRACTICAL
CONSUMER CHAT
XCAR IS THE BIGGEST IN
AUTOMOTIVE SECTOR
...
SOCIALMEDIA
ENHANCE YOUR SOCIAL VISION
BY CLASSIFYING AT LEAST YOUR MOST
IMPORTANT BBS AS SOCIAL TO ENSURE A FULL
VISION O...
ADAPTSITECENTRICMEASUREMENT
ADAPT TO THE CHINESE MARKET
MODIFY YOUR CODE OR SET UP YOUR
ANALYTICS TOOL TO ENSURE FULL VISI...
BAIDU TONGJI
BAIDUTONGJI
BAIDUTONGJI
SPECIFIC FEATURES
SEARCH : SEO AND CPC
SITE SPEED DIAGNOSIS AND ADVICES
INDIVIDUAL USER VIEW
DEMOGRAPHIC INFOR...
BAIDUTONGJI
SEARCH EXAMPLE
SEO ADVICE THAT ALLOW YOU TO UNDERSTAND
WHERE TO FOCUS ON
BAIDUTONGJI
INDIVIDUAL USER VIEW
FULL PATH MADE BY AN INDIVIDUAL COOKIE
THAT COULD BE HELPFUL TO UNDERSTAND
SPECIFIC SITUA...
BAIDUTONGJI
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 D...
www.altima.fr
THANK YOU
ARNAUD ROFIDAL
Chairman altima°asia
arofidal@altima.fr
0086 186 1690 4988
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Web analytics in China : from good to great web analytics (ChinaConnect Baidu Day 2013)

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Arnaud Rofidal (@arnaudrofidal), CEO of altima° China, presented his vision of Web Analytics in Chine during the Baidu Masterclass at China Connect in the City 2013. His presentation covers the current state of the WA market in China & how brands can adapt your measurement to the chinese market.

Arnaud Rofidal (@arnaudrofidal), Directeur Associé d’altima°, a présenté le Web Analytics en Chine à l'occasion de China Connect in the City 2013, évènement dédié au moteur de recherche Baidu cette année.

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Web analytics in China : from good to great web analytics (ChinaConnect Baidu Day 2013)

  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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