Five-minute tip: understanding how Baidu Tongji can help brands boost traffic

Data Architecture 19 October 2021

Baidu Tongji Analytics Cloud is a universal user behavior analysis platform and an upgrade to Baidu’s statistical capabilities and services. Baidu Tongji Analytics Cloud provides a full-platform data solution, from data collection and management, to data modeling and activation. It covers a wide range of functions satisfying the requirements of brands for holistic digital marketing. This article introduces the four highlights of Baidu Tongji Analytics Cloud to help you understand its core functions at a glance.

User behavior visualization through heat maps

Baidu Tongji Analytics Cloud’s heat map function allows you to visualize the behavior flow of different customer segments. Different from other heat map functions on the market, which can only display traffic as a whole, Baidu Tongji Analytics Cloud’s heat map allows you to view traffic by a different group, filter the traffic with desired dimensions and user groups, and therefore gain more detailed insights into user behavior. There is no limit on the maximum number of heat maps generated. Once set up, the click and scroll heatmaps can be produced.

Clicking heat maps allows you to see where the users clicked on a page, with darker areas indicating a higher number of clicks.

With the scroll heat map, you can also see how far a user scrolls down each time they browse the page. When viewing it, you can move the cursor on the page to display the percentage of users that have scrolled down. 

Simplified event tracking

In practical application scenarios, if we want to analyze an event in conjunction with the business, we need to define and name the event, which is also known as “event tracking”. In this way, we can attribute the data collected to the defined event. Baidu Tongji Analytics Cloud provides two different approaches including JS API (coded event tracking) and event tracking with visualized selection, to satisfy different requirements and simplify the event tracking process.

JS API coded event tracking supports event tracking requirements that cannot be achieved with visualized event tracking, for example, events such as completion of a purchase and successful registrations. After setting up, the script that needs to be added to the web page will be automatically generated. 

Event tracking with visualized selection can be easily done by the product and operations teams without the help of tech support. Furthermore, if the same event exists in multiple pages and shares a consistent path, this can be added in batch through visualized selection.

Easy view of core e-commerce business data through preset dashboard

In addition to the original preset performance dashboard, the e-commerce version of Baidu Tongji Analytics Cloud is configured with five additional e-commerce dashboard topics. These include e-commerce data overview, user analysis, product sales analysis, content operations platform analysis and channel analysis, thus allowing a comprehensive analysis of sales data from the perspectives of “people”, “product” and “environment”, revealing key elements in the business data. In addition,  for brands that do not have a script ready for event tracking before analyzing the data, the Baidu Tongji Analytics Cloud team has created a key data configuration guideline for the e-commerce industry based on industry-leading practice. Brands will only need to follow the guidelines to set up event configuration and event tracking, after which the data required for creating a business report sheet can be fully collected. This allows the brands to focus on the analysis and optimization of their e-commerce businesses.

Seamless integration with Baidu marketing platform

Supported by the Baidu media platform, Baidu Tongji Analytics Cloud has been deeply integrated with Baidu Big data and Baidu Advertising to help boost traffic. The “Advertise on Baidu” function allows you to select the user segments to be retargeted, and send an audience list to Baidu’s advertising platforms for content feed and SEO in real-time. On the advertising platform, you can also select a certain segment and display custom ads to users directly.

Via oCPX (Optimized Cost Per X) conversion data transfer function, Baidu Tongji Analytics Cloud supports the direct transfer of conversion data collected from websites and Baidu smart programs to Baidu’s oCPX advertising model for trafficking. With the traditional Baidu Advertising, oCPX requires the conversion data to be imported into Baidu’s conversion tracking tool first. However, as Baidu Tongji Analytics Cloud is directly connected with Baidu oCPX, you just need to authorize the use of your Baidu Advertising account in the Baidu Tongji Analytics Cloud in order to enable oCPX 

This article introduces the four highlights of Baidu Tongji Analytics Cloud: 

  • the heat map to provide you with detailed visualization of user behavior;
  • event tracking with JS API and visualized selection to deal with different application scenarios in a flexible way and simplify the event tracking process;
  • the preset e-commerce dashboard and events to  collect data easily so that you can focus on report analysis;
  • a deeply integrated platform with Baidu Advertising to help boost traffic.

In the upcoming series, we will introduce the various functions of Baidu Tongji Analytics Cloud in more detail, and take you through the business application scenarios of Baidu Tongji Analytics Cloud.

If you are interested in learning more about how 55 can help you solve your problems and develop your business, please contact us.

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