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.

1. WEBANALYTICS IN
CHINA
From good to great webanalytics …
the best of two worlds
China Connect - Paris – 27 june 2013

2. WHY WEBANALYTICS ?

3. EVERYTHING IS
DIFFERENT
WHYWEBANALYTICS

4. YOU WILL
SPEND MONEY
WHYWEBANALYTICS

5. AND YOU WANT
ROI IN CHINA
WHYWEBANALYTICS

6. FOR THAT YOU
NEED TO MEASURE
WHYWEBANALYTICS

7. STATE OF WEBANALYTICS MARKET
IN CHINA

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. STATEOFWEBANALYTICSINCHINA
WHY ?
75 % GROWTH RATE OF ECOMMERCE
LAST YEAR
source : McKinsey « china’s e-tail revolution march 2013 »

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. STATEOFWEBANALYTICSINCHINA
AND YOU WILL COME WITH ONE OF THESE

12. THE « GREAT » QUESTION

13. FIREWALL
IMPACT
THEGREATQUESTION

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. TITREDELARUBRIQUE
ACCURACY - GOOGLE EXAMPLE
source : caleb whitmore blog

16. CAN YOU KEEP YOUR EXISTING
TOOL IF IT IS GOOGLE ANALYTICS?

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. CANYOUKEEPYOUREXISTINGTOOLIFITISGOOGLEANALYTICS?
在中国

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. ADAPT MEASUREMENT TO THE
CHINESE MARKET

21. SEARCH
ENGINES
ADAPTMEASUREMENT

22. SEARCHENGINES
WHERE ARE SOGOU AND SOSO ?
?
?

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. SEARCHENGINES
IN MY REFERRALS SOURCES…

25. SEARCHENGINES
BACK TO THE RIGHT PLACE !

26. NOT PROVIDED
SEARCHENGINES

27. SEARCHENGINES
NOT PROVIDED

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

30. SEARCHENGINES
SO ENHANCE YOUR BAIDU SEO VISION !

31. SOCIAL MEDIA
ADAPTMEASUREMENT

32. SOCIALMEDIA
UNIQUE, FRAGMENTED, DYNAMIC

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. SOCIALMEDIA
SNS, MICRO BLOGS AND OTHERS ARE
AUTOMATICALLY TAKEN INTO ACCOUNT
AS SOCIAL BY GOOGLE

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 !

38. BAIDU TONGJI

39. BAIDUTONGJI

40. BAIDUTONGJI
SPECIFIC FEATURES
SEARCH : SEO AND CPC
SITE SPEED DIAGNOSIS AND ADVICES
INDIVIDUAL USER VIEW
DEMOGRAPHIC INFORMATIONS
IN PAGE ANALYSIS

41. BAIDUTONGJI
SEARCH EXAMPLE
SEO ADVICE THAT ALLOW YOU TO UNDERSTAND
WHERE TO FOCUS ON

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. BAIDUTONGJI
DEMOGRAPHIC
DEMOGRAPHIC INSIGHTS BASED ON BAIDU
KNOWN USERS

44. CONCLUSION

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. www.altima.fr
THANK YOU
ARNAUD ROFIDAL
Chairman altima°asia
arofidal@altima.fr
0086 186 1690 4988