Chandler Nguyen

Guys,

It has been some time since my last post. Work is a bit crazy at the moment.
I am reading "Web analytics: an hour a day" by Avinash Kaushik. At the same time, I am trying to squeeze in "Teach yourself Speed Reading" by Tina Konstant.

From initial overview, i think it's a great book and i intend to review each chapter of the book as i read/learn. It's a 400 + page book with full of content, pictures and stats so the review won't be fast.
If you are keen to embark on this new & exciting learning experience with me, revisit this blog and leave any comments to this post. I will answer them one by one.

Before we begin, i think it may be beneficial to give an overview of the "Web Analytics picture" in Singapore by visiting different sites.

Also, if you want to read more about the basics of web analytics: "web analytics in Singapore":

More and more companies in Singapore start using Analytics tool:

First of all, let's take a look at some banks:

• DBS/POSB is using Omniture
  
• OCBC: i haven't seen any tools yet
• UOB: Same with OCBC, i don't see any tools
• Citibank Singapore: using RedSheriff Measurement (Sorry dude, i never heard about this tool before OMG)
• HSBC Singapore: Using Google Analytics (Old version) and juzzweb.com (i never heard of juzzweb before either)
• MayBank Singapore: I don't see any tools
• American Express Singapore: using Omniture and part of the site is tracked by DoubleClick

How about universities:

• National University of Singapore: using DoubleClick and Google Analytics new version
  
• Nanyang Technological University (NTU): no tools are seen. However, DoubleClick Dart is serving PPC Ads for NTU
  
• Singapore Management University: using Google Analytics (old version)

Big hotels in Singapore/ Hotels Management groups, travel agencies etc: as per usual they are savvy online.

Big consumer electronics:

• Apple Singapore: as per usual, they are using their own tracking
• Dell: look like they are using their own tools. I know that Dell has their affiliate marketing program running so i am curious to know how they do the tracking and deduping
  
• Lenovo Singapore: using Omniture
• Sony Singapore: using Omniture

Airlines:

• Singapore Airlines: using Google Analytics and DoubleClick
• SilkAir: (Singapore Airlines' sister) using Google Analytics (Old version)
• Tiger Airways: using Google Analytics

So as you can see, compared to 1 year ago, the adoption rate for Web Analytics is definitely increasing. Most companies are either using Google Analytics (Old or New version), or Omniture. However, it's very interesting to see big International banks like Citibank Singapore is using such a weird tool. I haven't used the tool yet so i can't comment on its effectiveness.

Web Analytics Understanding is still very limited

Well, this is the situation worldwide, not only for Singapore or the region. Right now, from my working experience, MNCs normally will have deals with Omniture or DoubleClick or the like, hence their local/ regional sites are tagged with respective tags.
The same situation happens in the agency world. They are given a tool by corporate.
However, what's lacking is the training of how to use the tool. All of these tools can be very powerful yet most people in Marketing Department either don't know anything about Web Analytics or know the company's site is tagged but yet to understand how to read the reports etc...

Web Analytics is still not in the "DNA" of most Marketing Department

Nevertheless, I must admit that Web Analytics is not easy to understand/learn. It requires certain traits that traditional marketers lack.

Anyway, since today is only about the overall picture, I will start reviewing the book on the next post!

Cheers,
Chandler

P.S: Just a quick update, i am reading the book half way now. The materials is enough to conduct a course about Web Analytics.
As i estimate that it may take a while for me to complete and internalize the materials, i start to try a few things now:

• Start to use simultaneously different analytics tools.
  
• Add a bunch of RSS feeds into Google readers based on recommendation inside the book. I am quite selective when i add in RSS feeds though because i want to make sure that i only add in those that i can actually have time to go through on a daily, if not weekly basis.
  
• Have the descriptions of what a senior web analyst should perform now. In a way, it helps me to refocus my efforts on a daily basis.
  
• Start applying three layers of "so what" in my daily tasks when interpreting analytics reports for campaign optimization.