As a web analysts, we try to understand and optimize the performance of our or our clients’ websites and digital campaigns. For the most part that has included media optimization, creative opmtimization and site optimization. In a Web 2.0 world that is not enough anymore. As brands realize that they share the ownership of their brand image with their customers, prospects and other interested parties online, (who influence each other by sharing their impressions, opinions and feedback trough ever increasing social media channels), brands are asking us to help them make sense of the discussion happening about their brand online a s well.
Zhou Lei will introduce Daqi’s tools and services that enable brands and agencies to keep track of the ever proliferating online discussion. She will share some examples from auto/IT/FMCG case studies and describe Daqi’s methodology. A quick intro to their service:
Daqi’s Buzz Radar system monitors 700,000+ BBS and 10 blog service providers in China. We capture av. 500,000+ data points from social media sites every day. From 2004 to now, our database has 8000+ million data entries. Based on the primary data from social media, we provide market intelligence, ads/campaign tracking, industry analysis, online behavior analysis, social media analysis, IWOM analysis reports for our clients.
Please join Zhou Lei, me and more than 30 other web analytics enthusiasts to learn about web analytics, meet other web enthusiasts and have an all around great time. Bring any friends who might be interested to join our community along as well to:
We will have a buffet dinner and soft drinks available for our guests. Be prepared to spend RMB 50 for the evening. As usual the knowledge you get in exchange is invaluable
One of interesting new features of Google Analytics, we didn’t have time to explore during the March WAW event, is Motion Charts. Motion Charts are a fascinating visualization idea, displaying up to 5 dimensions of data in a very intuitive format. They were pioneered by Dr Hans Rosling in a famous TEDtalk discussing global health and are now available in Google Analytics to visualize web analytics data.
Motion chart or my blog traffic - click to animate
If you are interested to learn more about Motion Charts in GA, click on the image above to see my blog traffic visualized using motion charts and take a look at this training at the Google Conversion University.
The use of Motion Charts in not limited to Google Analytics however. They are also part of the visualization tools in Google Docs (see an example by the guys from Efficient Frontier) and can be accessed through an API. A good example for using the motion chart API is Eric Peterson’s Twitalyzer tool, that measures users influence on Twitter, and visualizes changes in influence over time. These interfaces open a wealth of interesting usage areas for data analysts, that can be integrated in dashboards and client presentations.
Now here in an idea: Use motion charts to visualize online buzz!
In China, product related discussions happen mainly BBS’s and sometimes on blogs. So these are the platforms we spent most of our time tracking and analyzing for our clients. to visualize user discussions on these two platforms, I propose the following motion chart setup:
Data points in the Chart:
Topics / Keywords (e.g. product names )
X-Axis:
Number of posts using the keyword
Y-Axis:
Reply rate (Replies / Post using the keyword)
Size of the bubble
Page Views on the articles using a keyword
Color of the bubble
Aggregate sentiment of posts & replies using the keyword
Time
Time of data collection (daily / weekly / monthly)
The idea, of course, is to use this visualization to identify trending topics that need to acted upon. Those topics would clearly show in the top right corner (many posts, attracting many responses responses) of the chart with large bubble sizes (many page views) and red color negative aggregate sentiment).
I you have any ideas on visualize social media tracking data? Let us know in the comments!
Google uploaded videos of 24 for presenations covering GA funtionality, Web Analytics skills and best practices to Youtube. These are very well done and insightful. You can find Stephanie Hsu’s presentation of AdWords integration there as well.
A collection of short trainings, covering topics from ‘first steps in GA’ to ‘In-depth Analysis’, very useful for beginners up to more advanced users alike. They explain all GA features and some analytics techniques. The trainings also form the basis of the GA Individual Qualification test, that allows individual analysts to become certified in GA. That is a very powerful personal marketing tool right there. Would I prefer hiring a Google IQ certified applicant over one without any certification? You bet!
Regrettably, both videos and trainings are mainly available in English. The Chinese version of the conversion university, while available, lacks the breath of content and the link to the IQ test. So the work the the GA China team is clearly cut out.
For those of you who didn’t have the March Web Analytics Wednesday Beijing with Google’s Stephanie Hsu take a look at the video posted above. Its a full recording of the presentation and Q&A session. The presentation last for 32 minutes and then we have 23 minutes of Q&A. Make sure you don’t miss the insightful questions from our audience. For Song Xing’s video of the event take a look here. We understand that image and sound quality are still sub-optimal and are working on it.
For those of you who have never attended a WAW, this is also a great sneak peak, to see if joining us would add value to you. What is missing from the video of course is the great food and the networking. For that you really have to turn up in person.
During the presentation, in front of a record crowd of 60 attendees, Stephanie focussed on Custom Reports and Advanced Segments. Both are very powerful tools and Stephanie does a great job demonstrating that power. She is showing actual screenshots from GA, which sometimes makes it diffucult to read what is on the slides. This is compoundend by the fact that I had to use an evluation version of a video conversion software to get the video uploaded.
The video was graciously provided by one of our attendees, but neither of us are experts at filming and editing video. Any recommendations and support in the filming and editing process you can provide is highliy appreachited.
What did you think of this month’s WAW? Like it? Hate it? Want better Chinese translation? Let me know in the comments.
With a record turnout of 60 attendees for last nights Beijing Web Analytics Wednesday (more details about that, including video!! to follow), we are setting our sights to spreading the WAW goodness to other digital hubs in China. Next stop Shanghai.
We have money:
Local Sponsor: Elliot Ng
Global Sponsor 1: Coremetrics
Global Sponsor 2: Sitespect
We have attendees:
Multiple comment and emails on my and Song Xings blog (Chinese) and in out Inboxes have asked us about Shanghai events.
What we don’t have is someone who stands up and organizes it.
- Is that you? -
If you are interested, please get in touch with me. I am happy to share my experience and advice. Its not rocket science, it doesn’t take much time nor any money. But its very rewarding, seeing the community grow month by month. Sweet deal, right? So what are you waiting for? Shoot me an email florianpihs[at]gmail[dot]com or leave a comment to this post.
After all your feedback about the upcoming Omniture training in Beijing (March 17th, 18th) & Shanghai (March 19th, 20th) , Omniture realized it is not enough to provide a in debth 2 day Omnitiure training. (Yes they are learning )
So, for those of you who want to get a glimps of SiteCatalyst and SearchCenter, or who have specific questions to ask about either tool, Omniture and me are hosting a
- “Free Omniture Online Business Optimization workshop” -
Time: Wednesday April March 11th, 3:30PM – 5PM (Thanks Shoji for the correction)
Place: Kerry Center, CBD, 11th floor, Regus offices
The workshop will focus in Omniture Site Catalyst and Search Center and will be lead by as Omniture Sales engineer. It will cover the basics of both tools in the first hour and aims to answer attendees questions in following 30 min.
Of course this is by no means an in depth training (For that we still have to pay ), but it should be an insightful afternoon nevertheless, for those of us working with Omniture’s tools, and those who aim to do that in the future.
Please join Zhou Lei, me and more than 30 other web analytics enthusiasts to learn about web analytics, meet other web enthusiasts and have an all around great time. Bring any friends who might be interested to join our community along as well to:
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