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China Moving Online:
Web Analytics Conquers
The Great Wall of Web Data
With the Summer Olympics in Beijing just around the corner, the advertising industry in China is seeing strong growth — particularly online advertising. This burst in ad spend is just the most recent trend for one of the fastest growing economies in the world. Online advertising (display and search advertising) is increasing at about 50% per year. Compare this with the .2% growth in the US in 2007, according to a recent article in AdvertisingAge. In addition internet adoption is skyrocketing — 32% this year. In fact, total internet users in China has just surpassed that of the US.
So what does this mean for web analytics in China? Opportunities seem endless. As online marketing dollars continue to increase the demand for accurate metrics and marketing return on investment are increasing. Industries such as financial services, online travel, ecommerce, and telecommunications were early adopters and now they are demanding more and more from analytics solutions.
Scalability is crucial
As an example, China Mobile is the largest cell phone operator in the world with 369 million subscribers. They manage their subscribers through their website and use WebTrends to analyze traffic patterns. China Netcom manages their vast customer base online and they use WebTrends to monitor the needs of more than 100 million broadband users. These organizations demand accurate and actionable data on a huge scale to optimize marketing programs and better serve the needs of their customers.
Web analytics in China is not new. WebTrends has been providing web analytics in China for over 9 years. Ronghai Consulting, a local distributor of WebTrends in China, provides localized support, implementation services, and training. "We have seen rapid growth in the analytics industry in China over the last decade", said Peter Zhao, CEO of Ronghai Consulting, "Users are looking for more and more sophisticated solutions as the web becomes an increasingly important tool for marketers in China." WebTrends Analytics meets those needs.
Do you have experience with online marketing or analytics in China? We'd love to hear about it.
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Report Exporting:
Set It and Forget It with WebTrends Analytics Date Macro
Do you schedule automatic exports of analytics reports on a daily, weekly, monthly basis? WebTrends Analytics now lets you automatically send and save your export history under a single file name by using date macros.
The date macro automatically puts a date stamp on the file name every time you export the report, allowing you to keep both your scheduled exports and your export history in the same folder with the same file name, here's how. You can set this all up when you schedule your recurring export.
Testing for Paid Search Success:
WebTrends at SMX West 2008
On February 26-28, WebTrends was at SMX West conference in Santa Clara to present WebTrends Dynamic Search. It was great to both see our existing clients and meet with so many marketers excited about search engine marketing.
 At the conference, our Manager of Digital Marketing Sales, Shawn Gradek, gave a Theater Presentation titled, "Improve SEM Campaign Performance through Multivariate Optimization." As we manage search advertising campaigns for our clients with the WebTrends Dynamic Search software solution, we think about different ways to maximize paid search performance and profits for our customers. Regardless of what solution or tool you use, there are still variables which many marketers frequently fail to consider, or which could be used in more depth.
Testing never sleeps
Managing paid search is an ever-evolving, dynamic process. If you neglect to consistently test new elements for your campaigns, you risk falling behind in the changing market and competitive landscapes. Additionally, as conditions change, elements which previously worked well may begin to drag down overall performance, while elements which did not perform so well may contribute to incremental improvements. The key is to never become complacent about your existing campaigns — keep testing.
To really optimize performance, many different SEM variables should be continually tested. They include different keyword match types, networks and subnetworks, geotargets, ad copy and display URLs, along with landing pages. These variables go hand-in-hand with building out your keyword lists, both among core and longtail keywords.
Even if you're satisfied with existing campaign performance, spending the time to test a few additional variables may lead to improved performance metrics or additional desired volume. Of course, the combinations of all these gets to be enormous quickly, which is where automated optimization becomes essential.
We look forward to seeing you all next year.
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Interwoven® GearUp 2008
April 22 - 24, 2008
San Francisco Marriott |
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Join WebTrends and more than 1,000 business and information technology professionals at the 7th annual GearUp 2008 at the San Francisco Marriott to learn more about how Interwoven's trend-setting solutions and technologies help you unlock the value of your content and shift perspectives in your demanding and dynamic world.
Create content, deliver content, analyze content. Learn how WebTrends is the critical piece in the closed-loop content management cycle.
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Upcoming WebTrends Training Courses
WebTrends for Business Professionals
| London, UK - Apr 17 |
| Chicago, IL - Apr 22 |
| London, UK - May 19 |
| London, UK - May 28 |
| Toronto, ON - May 28 |
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WebTrends for Technical Professionals I: Essentials
| Los Angeles, CA - Apr 29 |
| Minneapolis, MN - May 6 |
| Denver, CO - May 13 |
| London, UK - May 13 |
| Toronto, ON - May 20 |
| Boston, MA - Jun 10 |
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WebTrends for Technical Professionals II: Custom Reporting
| Los Angeles, CA - May 2 |
| Minneapolis, MN - May 9 |
| Denver, CO - May 16 |
| London, UK - May 16 |
| Toronto, ON - May 23 |
| Boston, MA - Jun 13 |
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WebTrends Certified Analytics Training Program
| Chicago, IL - Mar 31 |
| London, UK - Apr 28 |
| London, UK - Jun 2 |
| Portland, OR - Jun 23 |
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WebTrends Certified Analytics Exam
| Chicago, IL - Apr 4 |
| Portland, OR - Jun 27 |
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 WebTrends Careers
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