SMZDM acquires deeper user insights and increases lead generation revenue thanks to Google Analytics 360

CLIENT

: SMZDM

Founded in 2010, SMZDM (an acronym for

SECTOR

: Online Media

Chinese “what is worth buying”) is the most

USER BASE

: 20,000,000+

influential shopping guide site in China. Headquartered in Beijing with several branches across the country, SMZDM does not sell directly to buyers, but is Amazon’s largest partner across the Eastern hemisphere, eBay’s first partner in China and Alibaba Group’s partner that can boast the highest conversion rate. In six years of quick growth, massive amounts of data have been collected through SMZDM’s digital assets. SMZDM wished to leverage these data to help users make their purchase decisions more efficiently, for example by identifying the potential need of a given visitor to then recommend the most relevant product.

4.9 Million active users

≥20’

50.4 Million PageView per day

How can web analytics concretely help us improve our service and increase revenue?

av. session duration per user per day

The objective of fifty-five was to help SMZDM collect and analyse data, turn them into valuable insights, and create actionable Source: SMZDM site statistics, May 2016

segments to put in use onsite to enhance user experience.

www.fifty-five.com | [email protected] | Paris • London • Hong Kong • Shanghai • New York

fifty-five proprietary | 2016

Monitoring user behaviour across devices fifty-five deployed User-IDs on SMZDM’s web and app platforms. All behavioural data was synchronised across different devices and associated to a User-ID exclusively attributed to a unique visitor. SMZDM was then able to enrich user profiles with web analytics data. Today, using Google Analytics 360 provides SMZDM’s teams with a comprehensive view of their users’ browsing habits, content preferences and acquisition sources. Following the implementation of Google Analytics 360 by 55, they were able to develop differentiated marketing campaigns and optimise their media buying strategy, which resulted in the steady growth of their user base.

Determining the impact of ad blockers To calculate how many visitors were using ad blockers and measure the impact on ads display and revenue, fifty-five used Google Tag Manager and implemented a fake ad-related script on SMZDM’s website. With this solution, SMZDM found out that about 12% of their visitors had an ad blocker installed on their device and that 18% of ads were thus improperly displayed. Besides, they unexpectedly discovered that not only ads, but also the tracking of some CPS (cost per sale) affiliate campaigns was blocked. After fixing this tracking issue, SMZDM increased their revenue from one of their most important affiliated partners by 5%.

www.fifty-five.com | [email protected] | Paris • London • Hong Kong • Shanghai • New York

fifty-five proprietary | 2016

Creating a set of custom dimensions In addition to default reports automatically generated by Google Analytics 360, fifty-five helped SMZDM develop custom dimensions tailored to their unique business needs. For example, SMZDM is a platform where most of the content is user-generated. They encourage users to share products with either good quality or good price. Creating a “contributors” custom dimension to isolate this highly valuable segment of their audience enables the platform to easily identify them and analyse their characteristics and contributions to the community. Thanks to these insights, SMZDM can better reward the contributors and incite more users to become contributors in turn, creating a virtuous circle as valuable users create high-quality content, which attracts new valuable users. Also, as a non transactional consumer portal focusing on recommendations without any e-commerce activity of its own,

“The granular user data

SMZDM was having difficulties in monitoring their visitors’ final destinations and measuring the amount of revenue generated on

that we acquired

partner e-commerce platforms. Via a “mall” custom dimension,

through Google

SMZDM discovered that men and women have different affinities

Analytics 360, is valuable for user profile refining, user retention, retargeting and media

when it comes to e-commerce platforms. This kind of insight helped SMZDM adapt their differentiated marketing strategy consequently,

thereby increasing conversion rates.

buying optimisation.” Feng LIU

Today, SMZDM collects, analyses and activates data on a daily basis.

Co-founder & CTO SMZDM

Thanks to GA360, they can provide their users with better services and generate increasing revenue. Note: Google Analytics Premium was rebranded Google Analytics 360 (GA360) in 2016.

Part of You & Mr Jones, the world’s first brandtech group, fifty-five is a data company helping brands collect, analyse and activate their data across paid, earned and owned channels to increase their marketing ROI and improve customer acquisition and retention. Headquartered in Paris with offices in London, Hong Kong, Shanghai and New York, the data company was named by Deloitte as one of the fastest-growing tech firms in Europe, thanks to its unique technology approach combining talent with software and service expertise.

www.fifty-five.com | [email protected] | Paris • London • Hong Kong • Shanghai • New York

fifty-five proprietary | 2016