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

Omniture 管理人员和 Omniture 客户，安居客 与天极网，将向您展示如何使用已有的数据显著改善绩效。
Omniture Executives and Omniture Customers, Anjuke and Tianji, will show you how to use the data you already have to dramatically improve your results.

谁将参加会议？
Who should attend?
电子商务部副总裁、电子渠道部副总裁、销售部副总裁、市场营销部副总裁、数字营销部副总裁、在线策略部副总裁、SEO/搜索营销部主管、市场营销部总监和经理、在线广告部经理、数字营销部经理和网站营销部经理
VP eCommerce, VP Electronic Channel, VP Sales, VP Marketing , VP Digital Marketing, VP Online Strategies, Head of SEO/Search Marketing, Marketing Directors and Managers, Online Advertising, Digital Marketing, Website Marketing Managers

点击看大图

所有演示稿同时提供英文和中文字幕。
All presentations are delivered with simultaneous translation to English and Chinese.
请加入我们，参加其中一个营销领导简报会。 地点受限 立即注册。
Please join us for one of these Executive Briefings. Places are limited Register Now.

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.

Requirements

• Bachelors degree in math, science or engineering or other quantitative studies with strong analytical skills
• Minimum of 3 years data related experience, preferably in the digital media/marketing industry
• Must have experience as a Business Analyst, Web Master or equivalent technical and data analytics roles
• Experience with online media & site tracking and analytics tools (Doubleclick, Allyes, Eyeblaster, Google Analytics, Omniture etc.)
• Strong communication skills, both verbal and written in English
• High-level proficiency in MS Excel and PowerPoint. Frequently use both tools in your previous projects or work
• Good presentation skill, esp. for good public speaking with PowerPoint
• Familiar with webpage programming, can read JavaScript and Flash ActionScript
• Experience in leading a team or a whole life-cycle project

Preferred:

• Online marketing analysis experience preferred (agency or media or technology vendor)
• Experience with syndicated online research tools (iResearch, NetRatings, etc.)

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

• 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:

• 1×1 beacon, let Google Analytics work!

We know that Google Analytics collect client end data by requesting a 1×1 pixel GIF pic. If Taobao can’t accept external JavaScript, we can leverage Google App Engine, which is a free public service that allows you to track your visitors using just an image, CSS background, or anything that allows external resource requests in the website you want to track. By doing that, we can at least insert 1×1 pixel gif picture in the shop’s pages to connect Google App Engine, and this is what Taobao allowed. If this way works out, then we will be able to get some traffic reports. But the problem is how can we get the Google Analytics’ 1×1 pixel pic?

One method is to use Nojsstats, a good and easy tool to implement in Taobao pages.

There is a similar service provider in China as well, Google Analytics For Taobao, provides the same function for no-JavaScript-environment.

• Vertical web analytics tracking tools for Taobao sellers

1×1 beacon can help to track webpage’s traffic volume, but is powerless in collecting traffic source and transaction data. In Google Analytics traffic source report we can see that all the traffic is from “direct”, because 1×1 beacon is not able to catch referrer information. In terms of transaction data, it is stored in Taobao’s server but not in the web page, so no way for 1×1 beacon to integrate the data to Google Analytics’ e-commerce report.

Therefore Google Analytics is only a sub-optimal solution for Taobao sellers. We need some more sophisticated tools, which can integrate more comprehensive data.

Xiao’ai Statistics is one of the tools. The tool is developed just for Taobao sellers, providing more data than GA’s 1×1 beacon, including traffic volume, traffic source, key words/phrases of internal search, heat map and more important, the goods statistics.

Upper graph shows the dashboard of the tool. The dashborad has a radar chart to illustrate different dimensions of the shop’s situation, including traffic volume, PV/Visitor, Time spent in shop and promotion intensity. Radar chart is a good benchmark tool since the score baseline data is based on overall shops data which Xiao’ai tracked. Then you can have an overall idea on what your shop’s strength and weakness comparing with all other shops. It provides traffic trends of the shop in the bottom as well.

The tool provids a map overlay function for different visitor, but I haven’t figured out the usage of it. Maybe a Google Analytics style map overlay report will be more useful.

Click heat map is a pretty cool report, if the report can cover all customized links in the page, will be extremely instructive.

For the goods’ statistics, the tool can’t provide transaction data, therefore ROI analytics is not available. It’s really a regret, because Taobao hasn’t opened the transaction API for 3rd party developers yet. Hope this could be changed in the not-to-distant future.

I really prefer end to end (from promotion to final transaction) ROI analytics feature for different web analytics tool. You have this feature, you can say your tool is a mature one.

In general, the tool is a step further comparing with GA’s 1×1 beacon, because it provides some features and reports pointed to Taobao sellers’ demands, although the tool leverages 1×1 gif as well and both methods have no substantial difference. However, I must point out that the tool is far from perfect, esp. in ROI analytics perspective.

There is another very similar tool to track Taobao seller shops’ performance, name is Quantum Statistics.

These tools are badly demanded for end to end ROI analytics report!

• Beyond Taobao, what else?

E-commerce is an extremely hot zone in China Internet market. Some local web analytics tool vendors have already had their fingers in the pie. Many China e-commerce websites just utilized 3rd party e-commerce systems rather than developing their own sites and systems. ShopEX and ECShop are some most popular ones of these 3rd party e-commerce systems.

Company who owns Xiao’ai Statistics has already developed some tools can be perfectly emembed in some 3rd party e-commerce systems. They give the tools a new name "Net Steelyard". Some other companies are heard have taken actions to create relevant tools as well. The market won’t be silent for long.

They are cutting through the market from intermediate region. Google Analytics and some other famous free global tools are not strong enough to fulfill China mid-scale e-commerce sites’ mearsuring and analytics demands, however those sites couldn’t afford sophisticated tools like Omniture or CoreMetrics, either. These local solutions are more suitable for them, not very expensive, not very complicated, and pretty pointed.

Really a growing market.

• What about SNS websites tracking?

Comparing with the hot e-Commerce vertical web analytics, SNS tracking is rather cold. I haven’t found any tools to track mainstream China SNS sites such as Kaixin001, Renren (both are like facebook) or Sina Micro Blog (just like twitter). Two reasons for that I belive. One is vendors don’t see any chance of making money from providing SNS tracking service, and another reason is China has pretty strict censorship in SNS sites and all other user generate content sites.

But I belive the situation will be changed very quickly. More advertisers have realized the significance of branding or marketing in SNS sites, and if they want to know the true performance and learn some insights, 3rd party tracking and analytics vendors will come out.

For current situation, we can’t say there is nothing worth a mention. I found a RSS feed tracking tool.

The tool’s name is Feedsky, and actually it’s the Chinese version FeedBurner. Since FeedBurner is blocked in China, Feedsky has hundreds of thousands users.

The tool provides basic metrics of RSS feed, including number of feed subscribers, number of article clicks from feed and share of different subscribe tools, as below chart shows.

The tool provides a subscribe trend as well, as chart below.

All the metrics and reports of the tool are extremely straightforward and simple. We may be thrilled by the increasing trends, but we really can’t learn more insights from the report.

A summary of China vertical web analytics is the market is growing. It is expected to see more companies entering mid/small-scale e-commerce web analytics. SNS sites analytics will also bring us some suprise. The market may not be booming in short term, but new things are close.

I wish all the best for you in the Tiger year. Be a tiger, but not Tiger Woods!

This blog is the English version of 网站分析在中国 (web analytics in China). Hope you could support her and me as always!

Will put some of the good articles in several weeks. Please STAY TUNED!

Yours Sincerely,

Sidney Song