Advance Your China Digital Strategy-THINKCHINA
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ADVANCE YOUR CHINA DIGITAL
STRATEGY USING DATA ANALYTICS
Present by THINK CHINA
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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
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YOUR APPROACH TO E-COMMERCE
Market PlaceTmall, JD, Yihaodian
Own WebsiteSelf-hosted store, mobile
app
B2B MarketAlibaba, Made-in-china, HC360
B2C B2B
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UNDERSTAND THE MARKET
1. eCommerce marketplace
2. Search Engine
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人气 = most searched 新品 = new products
销量 = most sold 价格 = price
HOW TMALL RANKING WORKS
综合 = All
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UNDERSTAND YOUR COMPETITORS Search Term “Australia Wine”
3600/Year Keywords function Free
Remember: Your store performance is open to everyone.
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One day search volume 331,931
Average daily search volume 90,000
Search Term - “snacks”
TMALL MARKETPLACE
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Search Team - “Australia Wine”
BAIDU INDEX
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WEB ANALTYCIS
AudienceWho they are?
AcquisitionWhere are they from?
BehaviourWhat they did?
ConversionsHow did they buy?
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ANALYTICS FOR MARKET PLACE
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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
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WEB ANALYTICS IN CHINA
WEB ANALYTICS IN THE WEST
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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
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MULTI CHANNEL E-COMMERCE
B2C B2B
Market PlaceTmall, JD, Yihaodian
Own WebsiteSelf-hosted store, mobile
app
B2B MarketAlibaba, Made-in-china, HC360
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Digital Strategy | Chinese Ecommerce | Data Analytics