advance your china digital strategy-thinkchina

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