You might have missed it: from June 29th on Google Analytics, organic traffic coming from the search engine 360 (so.com) started to be split between the Organic Search and Referral channels, thus causing some fluctuations in your reports.
You might have missed it: from June 29th on Google Analytics, organic traffic coming from the search engine 360 (so.com) started to be split between the Organic Search and Referral channels, thus causing some fluctuations in your reports.     If on the one hand, this change could appear trivial given the limited market shares of 360 Search (below 10%), but on the other hand, it also highlights the necessity for marketers to maintain their tracking up to date to take relevant decisions - if such change had happened on Baidu, no one imagines that consequences could have been potentially much more important… However, while today most organizations have deployed analytics solutions to measure their digital activities, only few operate regular data integrity maintenance often by lack of awareness. In this article, we therefore propose to introduce the different facets of the data integrity challenge through concrete solutions for Google Analytics at the occasion of the 360 search engine issue. What elements affect data integrity? Based on our experience at altima° China, we dressed up a list of the 5 most recurring causes of data breaches: Release of marketing campaigns without relevant tagging – any PPC campaigns on Chinese search engines will, for instance, appear under the Organic Search channel in the absence of UTM parameters Analytics hacks – sadly, several companies promote their own services by generating fake traffic on Google Analytics, especially within the Organic Search and Referral channels Bug in the analytics tracking – because we're all humans after all Website’s policy/technical evolutions (mostly search engines) – we'll go more into details on this point later in the article Google Analytics adjustments – not frequent but not well announced too Which KPIs to monitor data integrity? At first sight, tracking abnormal data may turn very time-consuming given the high number of metrics & dimensions available among the Google Analytics reports. To keep the monitoring accessible, we defined a batch of generic KPIs to detect easily and efficiently any sudden loss of data accuracy: # Metrics Number of sessions Bounce-Rate -Number of macro conversions (purchases, leads, contact inquiries…) # Dimensions Common marketing channels (Organic Search, Paid Search, Referral…) ‘(Other)’ marketing channel (i.e. the channel listing all traffic that couldn’t be recognized and classified among the existing marketing channels) In the case of the 360 Search problem, we isolated the issue by analyzing the sessions of the Referral channel and noticed the new occurrence of the search engine so.com. How often monitor data integrity? While this appears as a very legitimate question, the answer still highly depends on the richness of the marketing campaigns (in numbers and types). As a basis reference, brands investing simultaneously and continuously in several promotional activities (e.g. PPC, display, RTB, affiliation, emailing, social) may require a weekly monitoring. At the opposite, brands investing both occasionally and in few marketing campaigns may only require monthly follow-up. How to fix data integrity issues? Google Analytics, one of the most flexible analytics tools available on the market, offers simple solutions to adjust tracking from its interface. We summarized the different features below. # Filters The Filters features allows to modify the tracking before data are processed on Google Analytics. When used for data integrity purpose, filters usually serve at overriding mediums (e.g. transforming the referral traffic of so.com into organic traffic) or simply excluding non-relevant traffic. # Channel Settings Less radical than filters, the Channel Settings feature allows to customize the default Channel Grouping settings of Google Analytics by modifying existing channels (e.g. adding traffic from a bespoke medium to an existing channel) or creating new ones (following your needs). # Organic Custom Sources Largely forgotten by the marketers, the Organic Custom Sources feature facilitates the addition of extra search engines among the Organic Search report and thereby retrieving precious keyword information (even if more and more search engines tended to block it recently). Note that none of these features are retroactive – past data will therefore not be reprocessed following the new settings. Now, what about the 360 search engine issue…? As showed in the initial graph, a part of the 360 search engine traffic still continues being driven in the Organic Search channel, implying that user’s queries may be addressed from another location, most likely happening to be the other products of the brand such as the 360 antivirus software or the 360 web browser. However, as this audience is still correctly tracked, no further action is necessary. Besides, deeper analysis of the new referral medium highlighted that the most of the traffic was generated via Desktop devices, so most probably through the desktop version of the 360 search engine (www.so.com). Our first action naturally aimed at declaring the domain so.com as a custom organic search source. However, additional tests continued to return our organic searches as referral traffic, supposing that the origin of the issue may be either a technical change among the search system or an update of the search engine privacy policy aiming at locking user’s searches (just like Google does). Our second action therefore consisted into forcing Google Analytics to override the medium referral into organic through the creation of a bespoke filter: As a result, all traffic from the domain so.com appears tracked again in the Organic Search channel.
Magento is the most popular open-source e-commerce platform worldwide. However, when it comes to China, its marketshare remains quite low for mainly two reasons: the predominance of marketplaces such as Tmall and JD which own most of the B2C e-commerce business in China, as well as the competition of local e-commerce solutions.
Magento is the most popular open-source e-commerce platform worldwide. However, when it comes to China, its marketshare remains quite low for mainly two reasons: the predominance of marketplaces such as Tmall and JD which own most of the B2C e-commerce business in China, as well as the competition of local e-commerce solutions. Introduction When brands decide to launch their own e-commerce website in China, they have two choices: ☞ Either localize their global e-commerce solution such as Magento to the Chinese market ☞ Or setup a new e-commerce platform independent from the global solution Let’s have a look at 10 international brands among several industries which use Magento as their e-commerce solution in China.   1. Sisley Paris The French upscale skincare and makeup brand chose to power its Chinese official website (http://www.sisley.com.cn/) by Magento. It is actually a choice made at a global level as all other countries - including France, the US and Japan - use Magento as their online shopping solution. Their website in China follows a template quite different from the one used overseas. ▲Sisley Paris's Chinese mobile website version   ▲Sisley Paris's Chinese desktop website version   2. Tommy Hilfiger Unlike the US market where it runs a Java-based e-commerce solution, the American upper market apparel brand for men Tommy Hilfiger selected Magento for their e-commerce website in China (http://www.tommy.com.cn). The look and feel of the local site strongly differs from the US one. ▲Tommy Hilfiger's Chinese mobile website version   ▲Tommy Hilfiger's Chinese desktop website version   3. Caudalie Another French skincare company famous for its grape-based products. As Sisley Paris, Magento has been the e-commerce solution that they chose at a global level, including China (http://cn.caudalie.com/). However, the local site is strongly inspired by the global structure and template.   ▲Caudalie's Chinese mobile website version   ▲Caudalie's Chinese desktop website version   4. Doterra Doterra is an American brand that sells essential oils. Contray to the US where they made the choice to use SAP Hybris, their local team selected Magento for their China e-commerce website (http://doterra.cn/). And their site is quite localized for China with a store front which has almost nothing to do with their US website.   ▲Doterra's Chinese mobile website version   ▲Doterra's Chinese desktop website version   5. Etam Despite other countries where they use Salesforce Commerce Cloud (formerly Demandware), the French clothing company Etam chose Magento for their China site (http://www.etam.com.cn/). ▲Etam's Chinese mobile website version   ▲Etam's Chinese desktop website version   6. Mothercare Magento was the e-commerce platform selected by the British retailer specialized in products for expectant mothers for their official website in China (http://cn.mothercare.com/). ▲Mothercare's Chinese mobile website version   ▲Mothercare's Chinese desktop website version   7. Aigle The French footwear and textile company selected Magento for its official website in China (http://www.aigle.com.cn/). A website localized for China and not based on the global platform. ▲Aigle's Chinese mobile website version   ▲Aigle's Chinese desktop website version   8. BabyNes As for other countries, Nestle chose Magento for its BabyNes brand in China. Babynes is a beverage company that makes instant formula from single-use capsules. The beverage machine’s Chinese website is actually based on the global platform (http://www.smartbaby.com.cn/cn-zh). ▲BabyNes's Chinese mobile website version     9. Chopard The famous Swiss watch maker brand Chopard settled on Magento e-commerce solution at a global level, including China. However, their Chinese website is a product catalog only one without any e-commerce feature (http://www.chopard.cn/).   ▲Chopard's Chinese desktop website version   10. Legrand Even though Magento is usually more known for B2C usage, it can also be leverage for industry and B2B companies. The French industrial group selected Magento to handle its e-catalogue in China (http://www.legrand.com.cn/ecatalogue/). ▲Legrand's Chinese mobile website version   Besides western brands, do you want to know which Chinese brands use Magento? Chinese companies also use Magento. For example, Herborist which is a local company owned by Jahwa group and one of the most successful local brands in beauty care products. Their Chinese official website (http://www.herborist.com.cn/) is powered by Magento. ▲Heborist's Chinese mobile website version   ▲Heborist's Chinese desktop website version
Our colleague and Data Analytics Expert, Victor, had the great opportunity to participate this month to the SalesForce Commerce Cloud conference in Hong Kong to introduce the use of data-visualization in today's digital marketing world. Here, we've wrapped up the presentation and summarized its content for you readers.
Our colleague and Data Analytics Expert, Victor, had the great opportunity to participate this month to the Salesforce Commerce Cloud conference in Hong Kong to introduce the use of data-visualization in today's digital marketing world. Here, we've wrapped up the presentation and summarized its content for you readers. Introduction Be data-driven. You've heard that. As a digital marketer, you are meant to carefully listen to the divine voice of… data. And yes, being able to collect and leverage data is indeed key when it comes to make the most objective and efficient decision. But, let’s be blunt: raw statistics can be boring, sometimes frustrating, and more than often, very confusing. Besides, the China digital world with its very various platforms and channels, complex and long user journeys, does not really help gain visibility to make the most of data. You Need a Hero Fortunately, digital marketers have been able to powerfully overcome this difficulty by leveraging data-visualization and offset most related challenges. Data-what? "'Dataviz' is about communicating numbers or raw information, by transforming them into visual objects: dots, bubbles, bars, curves, maps. […] It is the art of showing figures in a more creative and appealing way, where Excel tables can fail.” says Charles Miglietti, Co-founder of Toucan Toco. To say it differently, the main goal of data-visualization is to communicate information clearly and effectively through graphical means.  If the use of an analogy was needed to illustrate what all of this is about, we could simply say that data-visualization is to data, what "photoshopping" is to models: a very useful way to make the unattractive look very attractive:  Yet, in data-visualization, it is important to find the right balance between form and function, to avoid the pitfall of creating gorgeous data-visualizations for the sake of aesthetics which in the end fail to serve their main purpose: to communicate information.  By the way, has data-visualization been invented by digital marketers? Back to where it all begins No, the concept of data-visualization has not been invented by digital marketers willing to impress their team mates with awesome illustrations, or their clients with story-telling dashboards. Although, great pieces of graphics will sometimes impress your comrades, and will definitely help make decisions, the graphic portrayal of quantitative information has deeper roots, reaching into histories of thematic cartography, statistical graphics, and are connected with the rise of statistical thinking up through the 19th century. The birth of statistical thinking was followed by a rise in visual thinking: diagrams were used to illustrate mathematical functions, various graphic forms were invented to help calculations, etc.  Digital marketers didn't invent anything here, but have instead simply participated in extending data-visualization's application scope to the communication of digital marketing information, using advanced tools: software solutions. short selection of data visualization software products (which will be further introduced in a future dedicated article) Dataviz is everywhere Digital marketers didn't invent data-visualization, neither do they have the monopoly of its use. Dataviz' is everywhere and everyday in your life: on your bank application, your fitness tracker, your user account in your favorite ecommerce site, in social media, etc.   And that's a good thing, as visual beings we are much better at understanding and seeing patterns and trends when the data is visualized. Use & Challenges But then, how could a digital marketer more specifically and efficiently leverage data-visualization? Clarifying information through the use of data-visualization, in the case of digital marketing, is a three-steps operation, which consist of: Combining data to unify views when multiple sources are exploited Transforming raw data into clear and appealing graphics Adapting dashboard visuals to the different audiences you speak to The purpose of a dataviz' solution has to go beyond the creation of nice visuals. Yes,transforming raw data into clear and beautiful graphics is cool. And, it is a key step to help gain visibility from illegible endless Excel spreadsheets. However, the transformation itself will not bring you enough clarity if you are not able to provide a unified view of these data when they are residing in different sources (Website, Wechat, Marketplaces, etc.). Besides, depending on the audience you are speaking to, you will have to select the most relevant information and adapt the way you introduce it.  Can a software help achieve that? Yes, Google Data Studio does. It is not the only one, but a great one. A beta version of Data Studio was released last year by Google, in March 2016, and made it free to use without much limitation. As a dataviz' software, Data Studio gives you everything you need to turn your analytics data into informational, easy-to-understand reports through data-visualization. Reports are easy to read, easy to share and customizable to each of your audience. Data Studio goes beyond just providing pretty dashboards, it allows to pull in more than just Google Analytics data, as it offers the possibility to import data from other sources via the use, among other methods, of Google Sheets. Social Media & Ecommerce data can for instance co-exist and show up in the very same reports without requiring too many manual interventions.   And when there's an update to the data source, the updated/new information automatically shows up on any reports that reference the source. In other words: your dashboards become dynamic.  Additionally, the reports are shareable, which will help give different accesses to different dashboards according to the audience you wish to convey information to. Oh, but yes, you'll need a VPN to access it from China, but it is worth all the pain.  Conclusion Being data-driven is essential when it comes to decision making, in particular in the field of digital marketing. Yet, to achieve that, you've got to get equipped with the right weapons. This is precisely where lies the purpose of data-visualization: it provides you with the right tool to accomplish the right mission. So, if you don't want to look like the guy below, we strongly suggest that you quickly get started with the use of dataviz' solution . To download the full presentation, click on the picture below:
La Boutique France (literally “the French boutique” in French) was officially launched on Tmall Global last October. Several brands have already joined this cross-border e-commerce program offered by Geopost, a subsidiary of La Poste Group, the French public postal company.
La Boutique France (literally “the French boutique” in French) was officially launched on Tmall Global last October. Several brands have already joined this cross-border e-commerce program offered by Geopost, a subsidiary of La Poste Group, the French public postal company. By setting up a store on Tmall Global, the leading cross-border e-commerce platform in China, the French postal operator aims to gather “made in France” brands under the same roof to reach the growing trend of Chinese consumers buying products coming from overseas. La Boutique France homepage on Tmall Global during the Chinese New Year  Why is cross-border such a hot topic in China? To answer the expectations of Chinese online shoppers regarding overseas products, local e-commerce players have created platforms dedicated to cross-border e-commerce, widely encouraged by a favorable change in 2010 to the regulations towards exporters to China. According to iResearch, the cross-border e-commerce business accounted for over 6% of the overall China e-commerce business in 2015 and has grown upwards of 50% annually (versus +26% for overall e-commerce). Reported by eMarketer,31% of online Chinese shoppers have bought on cross-border e-commerce platforms in 2015, and over 21% of the total population is expected to do so by 2018. A large number of factors explain why the Chinese are attracted by cross-border online shopping. First of all, they have a strong interest in new brands and products which aren’t necessarily available in the domestic market. Secondly, products sold through cross-border are often cheaper than those distributed via traditional channels, partly thanks to favorable tax regulations. Thirdly, shoppers on cross-border e-commerce sites mostly look for genuine products and therefore feel some degree of protection from counterfeit goods. What is La Boutique France? With the support of the French government agency Business France (the agency specialized in the internationalization of the French economy) and Alibaba, the French postal company has launched a multi-brand store on Tmall Global accessible at laposte.tmall.hk. By setting up La Boutique France, Geopost has actually followed other national post operators such as Royal Mail, Australia post and New Zealand post which have already setup national boutiques in the past years. Several brands are already available on the Boutique France: Arcancil (cosmetics), Parashop, Bioderma, Bi-Oil, Uriage (skincare), Baghera (kids), Regilait (food) and more brands, including some famous names, are expected to join the program in the coming weeks. Arcancil was the first brand to join “La Boutique France” on Tmall Global France is late but now accelerating! Although France has a lot to offer in terms of brands and products, it is not yet a primary destination for Chinese online shoppers who buy from overseas. Indeed, France doesn’t appear in the top 5 countries on Tmall Global according to the latest “Annual Report on Tmall Global Data 2016” by Tmall Global and CBNData.  However, France and China have recently joined forces in order to facilitate a higher penetration of French products into China. The worldwide e-commerce giant Alibaba has committed to favor the promotion of French brands on its marketplaces and has established a qualification program in partnership with Business France for businesses willing to join the cross-border e-commerce program. As partners of Business France in this initiative to get closer to the Chinese giant, La Poste group has chosen to primarily help SMEs to take their first step on the largest e-commerce market worldwide. La Boutique France guarantees the authenticity of their products to the Chinese consumers, and promotes a French “art de vivre”. As a result, French online merchants now have access to a global selling-distribution offer, which includes the following services: uploading products online, managing orders, guaranteeing payments, prompting brands to build their awareness in China, shipping orders, clearing customs, delivering to the the end consumer’s household, as well as  customer service in Chinese. As a French business, why should you join La Boutique France? Geopost offers several advantages, such as: Allowing you to sell in China on Tmall Global and access their 650 million clients without the necessity to get a license Selling in China with a fast time-to-market (within 2 months) Providing a full-service e-commerce operations solution Taking advantage of a discounted pricing on shipping (handled by La Poste transport operators Geopost and Colissimo), as well as a marketing investment from La Poste group (over 1 million € per year) to build brand equity Reasonable investment requirements: a flat annual fee of 70 K€ for a 12-month subscription, 60 K€ per year for a 24-month commitment and even 50 K€ per year for a 36-month commitment (vs. a minimum of several hundreds K€ per year when setting up your own flagship store on Tmall Global and promoting it). Reduced risk of financial loss by adding La Boutique France’s offer to your BPI France export ensured budget I am a French brand, how could I join the program? If you represent a French business or a French brand, it’s possible to join the La Boutique France’s program. You are eligible to sell on La Boutique France if: Your brand is registered in France You have the brand’s authorization to sell in China Your products have a potential in China(1) Your products are authorized for airfreight For more information, feel free to download the full offer from Geopost (in French) and check the official video. If you are interested in joining La Boutique France, or would like to get additional information, please contact: Thibault Boiron (based in China), Managing Partner at altima° (tboiron (at) altima-agency.cn) Marc Lissak (based in France), La Boutique France Director at La Poste Group (marc.lissak (at) geopostgroup.com) And follow La Boutique France on Wechat: (1) La Boutique France's team can check your products' China e-market potential. Feel free to contact us to find out more.
China’s digital market evolves at a great pace. The incredible WeChat’s growth over the past 5 years is a clear illustration of China’s capacity and tendency to shake up users' habits, imposing brands to continuously adapt its marketing tactics and strategy in order to succeed.
China’s digital market evolves at a great pace. The incredible WeChat’s growth over the past 5 years is a clear illustration of China’s capacity and tendency to shake up users' habits, imposing brands to continuously adapt its marketing tactics and strategy in order to succeed. Arnaud Rofidal, altima° Asia’s CEO, evokes, in an Interview given to The French Chamber of Commerce in China’s magazine - Connexions: China, The Digital Revolution, China’s market characteristics along with the challenges for brands that these involve, among which the absolute necessity to be responsive to catch up with the latest marketing trends. To read the interview (in french, page 31), click on the below picture.

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