advance your china digital strategy-thinkchina
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ADVANCE YOUR CHINA DIGITAL
STRATEGY USING DATA ANALYTICS
Present by THINK CHINA
John Wanamaker (July 11, 1838 – December 12,
1922)
"Half the money I spend on advertising
is wasted; the trouble is I don't know
which half”.
WHY WE NEED DATA ANALTYICS
YOUR APPROACH TO E-COMMERCE
Market PlaceTmall, JD, Yihaodian
Own WebsiteSelf-hosted store, mobile
app
B2B MarketAlibaba, Made-in-china, HC360
B2C B2B
UNDERSTAND THE MARKET
1. eCommerce marketplace
2. Search Engine
人气 = most searched 新品 = new products
销量 = most sold 价格 = price
HOW TMALL RANKING WORKS
综合 = All
UNDERSTAND YOUR COMPETITORS Search Term “Australia Wine”
3600/Year Keywords function Free
Remember: Your store performance is open to everyone.
One day search volume 331,931
Average daily search volume 90,000
Search Term - “snacks”
TMALL MARKETPLACE
Search Team - “Australia Wine”
BAIDU INDEX
WEB ANALTYCIS
AudienceWho they are?
AcquisitionWhere are they from?
BehaviourWhat they did?
ConversionsHow did they buy?
ANALYTICS FOR MARKET PLACE
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
WEB ANALYTICS IN CHINA
WEB ANALYTICS IN THE WEST
Interface is only in Chinese
No Custom Report
Region reporting - ‘other countries’
No eCommerce tracking feature
Integration with Baidu Search
Individual user tracking
Heat-map
Baidu PPC Analytics
BAIDU TONGJI
MULTI CHANNEL E-COMMERCE
B2C B2B
Market PlaceTmall, JD, Yihaodian
Own WebsiteSelf-hosted store, mobile
app
B2B MarketAlibaba, Made-in-china, HC360
Digital Strategy | Chinese Ecommerce | Data Analytics
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