Chinalytics Longmarch Blog

After meeting a small but enthusiastic group of Web Analytics practitioners at 3 Guizhou Ren in Soho last night, I am even more excited about Web Analytics in China, and being part of the ecosystem. Some of this has to do with this blog, some with the the great people I met, some with progress in the industry. But step by step.

Blog

• After posting about the event (too late), I got contacted by several people within a day, showing interest in the event. It seems someone is reading this Blog after all. Or better but, finally I can put a name for some of the people who read this blog. I promise to let you know early next time around

Peoplew

• Every attendee was deeply knowledgeable and enthusiastic about  Web Analytics and optimization. Judging by the quality of people involved in Web Analyitcs we are going to see some intriguing insight soon.





• Quantity of attendees is still an issue. While I loved every minute of the 3 hours we spent last night, I knew everyone by name before the meeting already. Where are the Incognito web analysts out there? Where was Google? Where were other local and international vendors? I am working on these issues and hope to bring in more people for the next event in January

Industry development

• Advertisers get more experienced in web marketing. While we still need spend significant efforts on education, 6 months we seem to be a good rule of thumb to get a client up to speed





• Web Analytics and the challenges involved vary widely based on campaign objectives. While lead generation campaigns are straight forward, and e-commerce campaign have clear KPI’s too (show me the money), awareness and preference campaigns are challenging measure effectively online.





• Landing page optimization is an often overlooked but central part of every campaign. Agencies and advertisers are smarting up.





• Media vendors and advertisers are moving away from cost per day to cost per click… slowly but noticeably. It starts with remnant inventory monetization, but is spreading to high quality inventory.

I hope this overview provides a good idea about the quality of the discussion and gives my readers a good incentive to turn up next time around.

Happy Weekend,
Florian