PLATFORMS & TECH
Your Digital Analytics Future Is In China Today
With a clear look over the Great Wall, Arnold reveals how analytics is a little different in China. China’s landscape is dominated by BATS (Bytedance, Alibaba, Tencent and Sina) which have very comprehensive data sets with multiple touch points from single platform eco-systems.
WeChat has the equivalent of PayPal, Facebook, WhatsApp, eBay and more, and provides a gateway to true online/offline attribution from audience segmentation to hyper personalization.
But these platforms are not happy to share with marketers or each other. Therefore, Chinese analysts get very innovative.
As Western platforms start following the Chinese service design, Western analysts need to become more creative as well. Find out how GDPR will lead to an identity management infrastructure and how China’s analysts are already in the forefront.