Web Analytics in China

成功的线上营销意义何在?
Online Success Means What?

Omniture和艾瑞咨询集团的营销领导简报会
Executive Briefings with Omniture and iResearch

北京 星期三 6 月 9 日，中国大饭店
Beijing Wednesday 9th June, China World Hotel
上海 星期五 6 月 11 日，希尔顿酒店
Shanghai Friday 11th June, Hilton Hotel

从各渠道提高投资回报率
Driving ROI From Every Channel

了解如何优化利益，访客转化率，并且从社交媒体、视频和 Omniture 在线营销套件的移动数据中推动价值增长。
Learn how to optimize profit, improve visitor conversion, and drive value from social media, video, and mobile data with the Omniture Online Marketing Suite.

您已进行投资，您拥有数据，不再是流量问题，而是有关从各种活动和渠道提高投资回报率。 在此为期半天的免费简报会中，我们将向您展示如何：
· 改善客户体验
· 通过测试改进您的目标
· 推动转化
· 从社交媒体、手机和视频中推动价值增长
You’ve made the investment, you have the data, it’s no longer about traffic and clicks it’s about driving ROI from every campaign and every Channel. In this Free Half Day Briefing we will show you how to:
· improve the customer experience
· improve your targeting through testing
· drive conversions
· drive value from social media, mobile, and video

continue reading…

My dear friends, long time no see. Some of my friends asked me when would have one Beijing web analytics party since we hadn’t had one for months. I know you guys are expecting, so I made my mind to host one in this month.

I have some new ideas for the gathering:

• Number of people: I really want to real WA fans, so I guess it won’t exceed 50 people. But more is better, no problem.
• Content: Speech + Q&A + Networking. I will give the speech if you guys agree, or it will be great if any friend wants to say something. I will host the Q&A session as well, all the friends can ask questions and can answer them as well.
• Time: Find a weekend (Saturday or Sunday). Let’s target this month’s last weekend.
• Address: I prefer east of Beijing
• Food: no food provided, but you can bring whatever you like to eat.
• Payment: Dutch treatment for the site cost
• Sponsor: I don’t have any sponsor. If you can bring one, welcome!

Now, I want to hear from you:

• What topic do you expect to have a speech?
• Any friend wants to give the speech?
• Any recommendations on the place?
• Any recommendations on the time?
• Any other recommendations you want to let me know.

Please let me know your opinion (just leave messages in comment block). Thanks for your supporting always! Cheers!

Data Analytics Director

If you have any query or want to contact me, please send mail to SXWUDA(AT)GMAIL.COM

The Data Analytics Director position is responsible for evaluating and recommendation optimization actions for digital media campaigns to achieve the media and marketing objectives. The role requires experience applying business and marketing analytics to digital media campaigns and a disciplined approach to testing and learning based on clear objectives and methodologies. This position works closely with Digital Media teams and global functional leadership to lead the campaign performance tracking and reporting processes. The analyst will also work closely with Creative Agency and Media partners to help refine the implementation of content and messaging being tested and executed.

Responsibilities

• Guides clients and digital media teams to define measurement strategy and plan
• Work with global teams to develop and manage a business intelligence infrastructure to support marketing objectives and improve client and digital media teams decision making.
• Develop, generate and manage detailed data reporting and measurement requirements and frameworks that provide insight as to the performance of clients digital media programs.
• Monitor performance of purchased online advertising on a weekly basis; work with digital media team to ensure delivering as planned.
• Provides insights, evaluate effectiveness and make recommendations based on measurement reporting and analysis and where appropriate to improve digital marketing program performance and support forecasting efforts
• Collaborate with digital media team to develop campaign performance optimization recommendations.
• Gather industry research, competitive landscape information and trade intelligence for media strategy development and optimization.
• Work closely with creative and interactive agency partners, along with ad serving and web analytics vendors to mine all available data with the proper tools to make sound digital media decisions.
• Utilize syndicated industry research/measurement tools to enhance analysis
• Lead a team of traffickers and data analysts to technically implement an approved plan in order to provide the data and reporting for analysis, including coordinating tags and QC implementation
• Coordinate with global functional leaders in Business Intelligence, Measurement & Analytics, and Ad Operations, to implement and localize best-in-class processes and methodology. continue reading…

Web2.0 (or cloud computing) opens a brave new world for website applications and products, and brings a lot of challenges for China’s web analytics as well. In this article, I want to briefly introduce how Chinese vendors help users to overcome challenge and meet their business requirement (although not perfectly meet).

• Taobao sellers’ tracking puzzle

Taobao.com is an extremely popular C2C e-commerce platform in China, just like eBay in the States. Analysis International data says that more than 3 million sellers and 180 million buyers are bargining and dealing every day. One day, one of my friends who owns a Taobao shop asked me a question. He wanted to use Google Analytics to track his shop’s performance.

"Ohh… it seems not possible" is my first reaction.

But the requirement is there. Sellers want to know a lot of things about their shops, e.g. traffic volume, traffic quality, traffic source quality, promotion performance and conversion. They even wanna know what kind of page design and content is more powerful to attract prospects and persuade them to purchase. Some of them are even more "greedy", they want to know their competitors’ performance. But, disappointingly, Google Analytics seems not a solution for us common users. We can’t utilize Google Analytics directly because Taobao is a ASP (Application Service Provider) website, a web2.0 site, where JavaScript tracking codes not allowed. How could my friend do? Some smart Chinese practitioners gave out some solutions: continue reading…