Custom Dashboard Proves Key To Chinese Ecommerce Success

VANCOUVER, British Columbia - July 15, 2014 - PRLog -- Speaking via private webinar today, Web Presence In China CEO Jacob Cooke advised that those clients utilizing a customized dashboard tool to track online sales were enjoying the greatest ROI for their Chinese ecommerce campaigns.

“The averages are as following,” Cooke advised. “Clients running China SEO and SEM and following weekly reporting enjoyed just over 300% ROI for an eight-month online marketing campaign. Clients running SEO and SEM with a custom dashboard for China realized on average 1400% ROI for a campaign running in the same time frame.”

“If it seems incredible, that’s the power of real-time tracking,” explained Hilary Li, Web Presence In China account manager. We call it “closing the loop”.

The “Loop” refers to the online conversion of a lead, its funneling to the appropriate channel as ‘marketing qualified’ or ‘sales qualified’, tracking the status of the lead to purchase or else recycling back to an appropriate place in the sales/marketing funnel.

“The process of closing the loop is considered challenging. It becomes complex by orders of magnitude when it involves a company headquartered in the West, closing the loop with China distributors, sales offices, and other channels,” said Li. “Now that China SEO and SEM are the starting point for virtually all Chinese who are looking to research and eventually choose a western product or service, that can effectively be considered the beginning of the funnel. Having specialized software that begins tracking a prospect from that point, through to conversion, on back through sale or loss of sale back to western management, has simply revolutionized the way global companies can do business here.”

“In actuality, many of the clients who have invested in trying to integrate their CRMs for this kind of tracking have had the lowest returns, even lower than clients who chose the standard model of reportage and open loop adjustment,” Cooke told those gathered for the webinar. “Salesforce, Dynamics, Oracle, and other popular CRMs have the putative framework to approach the capabilities of a custom dashboard. However, costs, timeframes, China tech challenges, and most of all, Chinese partner resistance made those frameworks too burdensome to be profitable,” Cooke continued. “Fortunately, we are proud to report that all clients went green on their key campaign targets.”

“The advantage of the custom dashboard is lightness, flexibility,” said Funa Chen, a programmer at Web Presence In China who plays a key role in customization for individual clients. “Hosted in China, programmed for China, can display Mandarin and English both. But at the same time, this dashboard is quite robust. It can display form fill in real time, track sources, next steps and assignments. Also, the dashboard generates reports for these metrics and more, and even  manages all the landing pages and other ads.”

“A traditional sticking point with pay per click verticals of online marketing campaigns is the management of not just the conversions, but also the data, especially so for China SEM, given the less reliable metrics available in the absence of Google,” Cooke added. “Our YOY end-of-June report reveals decisively that an online advertising management tool is an essential element in maximizing the ROI on a digital campaign.”