我们的同事, 数据分析专家,Victor,有机会参加了本月在香港举办的Salesforce商务云会议并在会议上介绍了在当今数字营销世界中数据可视化的应用。 在此,我们为读者总结了这次演讲的内容。
我们的同事, 网络数据分析专家,Victor,有机会参加了本月在香港举办的Salesforce商务云会议并在会议上介绍了在当今数字营销世界中数据可视化的应用。 在此,我们为读者总结了这次演讲的内容。 介绍 数据驱动,您可能听说过这个这个概念。作为一个数字营销人员,您需要仔细聆听神圣数据的声音… 是的,为了做出最客观和有效的决策, 最为关键的是能够收集和利用数据。 但是,直言不讳说:原始的统计数据可能是无聊的,有时令人沮丧,而且更为经常的,非常令人迷惑。 此外,具有各种平台和渠道的中国数字世界,复杂而漫长的用户旅程,并没有真正帮助利用这些数据获得可见度。 You Need a Hero 幸运的是,数字营销人员已经能够通过利用数据可视化来克服这个困难并抵消这些困难带来的挑战。 数据什么? “Dataviz’是通过将数字或原始信息转化为视觉对象:点,气泡,横条,曲线,地图。 [...] ”Toucan Toco联合创始人Charles Miglietti说,“这是以更具创意和吸引力的方式展示数字的艺术,是一张Excel表完全无法做到的。” 换句话说,数据可视化的主要目标是通过图形手段清晰有效地传达信息。 如果需要使用类比来说明所有这些到底是什么,我们可以简单地解释说,数据可视化对于数据就如同Photoshop对于模特:一个让不怎么吸引人的东西变得有吸引力的有效方法: 然而,在数据可视化中,重要的是在形式和功能之间找到适当的平衡,以避免掉入完全为了美观而创造华丽的数据可视化的陷阱,到最后却不能服务于数据可视化的主要目的: 传达信息。 顺便问一下,数据可视化是数据营销人员创造的吗? 回到这一切的开始 不,数据可视化的概念并不是数据营销人员为了用令人印象深刻的插图打动队友,也不是为了用可以讲出故事的仪表板取悦客户而创造的。虽然强大的图像有时会让你的同事感到惊艳,也一定会有助于做出决定,但是量化信息的图像有更深的来源,可一直追溯到主题制图和统计图形的历史。并且这一切与19世纪统计思想的兴起有关。统计思维的诞生之后是视觉思维的兴起:图表用于说明数学功能,各种图形形式被发明用来帮助计算等。 数字营销人员并没有在这里发明任何东西, 而是简单地参与了将数据可视化的应用范围扩展到数字营销信息的沟通过程。他们使用先进的工具:软件。 数据可视化软件的简短选择清单(这些软件将在未来的专题文章中作进一步的介绍) Dataviz无处不在 数字营销人员没有发明数据可视化,也没有垄断其使用。 Dataviz’无时无刻不存在在您的生活中:您的银行申请,健身数据记录器,您最喜爱的电子商务网站的用户帐户,社交媒体等。 日/星期/月行走距离 这是一件好事,作为视觉动物,当数据可视化时,我们可以更好地理解和观察模式与趋势。 使用与挑战? 但是,数字营销人员怎么能更有效地利用数据可视化? 通过使用数据可视化来澄清信息,以数字营销为例,可通过以下三个步骤进行操作,包括: 当多个来源被考虑到时,组合数据统一观点 将原始数据转换成清晰和吸引人的图形 仪表板的视觉效果应该适应不同受众 datavi’解决方案的目的不仅仅是可以创建漂亮的视觉效果。是的,将原始数据转换为清晰美观的图形很酷。而且,这一步是可以从难以辨认的无尽的Excel电子表格中获得可见性的关键的一步。但是,如果您不能通过不同数据来源(网站,微信,市场等)提取统一的观点,转换本身就不会给您足够的清晰度。此外,根据您的受众, 您必须选择跟他们最相关的信息,并调整您介绍这些信息的方式。 软件可以帮助实现这些吗? 是的,Google Data Studio。它不是唯一的工具,却是伟大的一个。 谷歌去年3月份发布了一款测试版的Data Studio软件, 您可以不受太多限制地免费使用。 作为一款数据可视化的软件,Data Studio为您提供了通过数据可视化将分析数据转变为信息化的、易于理解的报告所需的一切。这样生成的报告易于阅读,易于分享,并可根据您的每位受众特别定制。 Data Studio除了提供漂亮的仪表板之外,还可以支持导入不是谷歌分析(Google Analytics)的数据。因为它可以通过使用Google表格或其他方式,从其他来源导入数据。社交媒体和电子商务数据可以在不需要太多手动干预的情况下,共同存在并显示在相同的报告中。   而当数据源更新时,更新/新信息将自动显示在援引数据源的任何报告上。换句话说:您的仪表板将变得动态。 此外,报告是可共享的,这将有助于为不同的受众提供访问不同仪表板的不同通道。 哦,但是,是的,你需要一个VPN才能从中国访问,但这是值得的。   结论 数据驱动在决策方面至关重要,特别是在数字营销领域。然而,要实现这一点,你必须配备正确的武器。这恰恰在于数据可视化的目的,它为您提供了完成正确任务的正确工具。所以,如果你不想看起来像下面这个人,我们强烈建议你尽快开始使用dataviz'解决方案。 点击下方图片,查看完整的演讲:
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 are 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 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 (the agency specialized in the internationalization of the French economy) 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 Geopost), 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 700 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 get reach out to us to know 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.
In China, users’ trust is key. Baidu, which experienced a series of scandals in the past few years due to the exposition of unreliable information, is trying to win back the trust of users on search results.
In China, when it comes to marketing (both online and offline), cultivating users’ trust is key. Baidu, which experienced a series of scandals in the past few years due to the exposition of unreliable information, is trying to win back the trust of users on search results. One illustration is given on the paid search results area, where Baidu reduced the numbers of ads, and made them more explicitly recognizable so that users can easily identify these as actual ads. Baidu also took actions on organic search results. In November 2016, the Chinese giant launched a new feature to protect official websites via its webmaster tool: Baidu Zhanzhang. The tool has been designed to prioritize the ranking of official websites on brand keywords, and therefore to further enhance the credibility and reliability of natural search results. It does happen that sometimes, when users search brand keywords on Baidu, fake brand websites appear in the results, impacting users’ experience and generating potential risks. Obviously, this does not only affect Baidu’s credibility, but also, and more importantly, brand sites themselves. When fake brand websites compete for rankings on brand keywords, official brand websites face challenges on both organic traffic and brand reputation sides. As shown below, a fake site positioned itself on Decathlon’s brand keywords, so whenever users typed in Decathlon in Chinese on Baidu (迪卡侬), it would appear as the first organic search result, before Decathlon’s website itself.  Decathlon's official website was in the 2nd position To solve this issue, we leveraged Baidu’s new tool - Baidu ZhanZhang - and its protection feature, submitting brand related keywords for Decathlon. the submitted brand keywords approved by Baidu After about a week, all submitted keywords were approved by Baidu. We then ran a test, searching Decathlon on Baidu, and indeed, the ranking was changed: Decathlon’s official website went up to the 1st spot, while the previous fake one disappeared from the top 3 results. Decathlon's genuine website now takes the first spot in organic results  Brands can submit up to three brand keywords for PC and mobile respectively. Once Baidu confirms these keywords, official websites are treated preferentially. It is also possible to report fake websites to Baidu, which will investigate and find a solution in order to protect genuine brand sites. Today, more and more brand sites are using this new feature, which has proven its usefulness and efficacy in a world where trust is a key factor of success.
Despite the fast changes the Chinese Internet landscape has experienced over the past few years, search engines continue to be an essential gateway for online researches. SEO therefore remains a well-adapted asset for current marketing challenges as much for brand reputation as for the generation of conversion.
Despite the fast changes the Chinese Internet landscape has experienced over the past few years, search engines continue to be an essential gateway for online researches. SEO therefore remains a well-adapted asset for current marketing challenges as much for brand reputation as for the generation of conversion. During the Breakfast Series organized by Salesforce Commerce Cloud, and held in Shanghai last month, our Managing Partner, Thibault Boiron, and Senior SEO Manager, Suki Yang, shared their expertise on making good use of SEO in China and their knowledge on China online marketing. After introducing China SEO characteristics and China market specificities, they discussed the best way to leverage SEO in China, which revolves around the following three axes: Increasing your brand visibility through the creation of valuable and relevant content for users Maximizing ROI by combining SEO & Paid Search Controlling your brand's online reputation  To download the full presentation, click on the below picture:

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