Alexa traffic is not the only standard of Chinese Internet

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There are now more than 20 Chinese companies in Nasdaq-listed companies. The latest number of internet users, China's number of subscribers after the United States, as if China has become an important member of the global Internet industry, so how powerful China's Internet now, no one seems to doubt. But this August, the United States Alexa's ranking of the world rankings algorithm adjustment, but let everyone deeply understand the fragility of China's Internet. This has to again mention the Internet industry everyone can not avoid the problem, measuring the internet there is no real indicator? What is the value standard of China's Internet?

The internet needs to speak with data.

Needless to say, for any kind of media, it is necessary to use data to reflect its development status. Newspapers and magazines need circulation, television programs need ratings, radio needs to listen, and when the Internet is already and is being used as a commercial medium, the data is arguably the most advantageous evidence of its value.

As a company from 1996 onwards to provide global Web site traffic and ranking statistics, Alexa seems to be invisible in China's Internet economic development process has played a relatively important evaluation criteria, as a relative third party data providers, Alexa has been widely used among investors and advertisers in China. It allows the internet for the first time to have a convenient network traffic statistics tools, it should be admitted that Alexa to China's Internet development to a certain extent is positive.

Some people say that Chinese Internet practitioners have a natural sense of the Alexa complex, is a "prisoner's Dilemma." This complex is due to the absence of any mature third party data, they need to use Alexa to explain to venture investors how strong their site is, need to let advertisers see is a rising curve, is a high ranking. Gradually, this seems to have become an unspoken rule in the Internet industry.

However, Alexa because of its special statistical algorithm to make it in China encountered no small obstacles, its suspicion is no longer new, which makes the relevant data provided by the accuracy of the discount. Although it is still a third-party traffic statistics company, algorithmic problems make it doomed to not adapt to China's Internet environment, at least for the foreseeable short time. Therefore, in China, when the Internet has developed to a certain stage, we need to use the perfect research methods to provide the perfect data standards to speak, and then stay in the flow data to speak, really is not not to reflect the overall development trend of China's Internet.

Traffic is not the only standard Internet needs perfect data standards

The early stage of the internet is called the "eyeball economy". As the name suggests, only those who can attract enough attention to the Internet to be able to gain a foothold in order to get the angel's welcome to be able to sell the ads, which is consistent with the Internet development environment at that time, because the lack of effective third-party data, people's understanding of the Internet is relatively superficial. However, now we should clearly observe that the Internet is no longer the early "only flow theory" era, the Internet's precision marketing concept. People also slowly realize that traffic is not equal to sales, not equal to performance. We have seen a number of small and medium sized SME websites, through Google, Baidu's keyword ads, to obtain sales. Their web site traffic is far less than those big sites, but the return on investment in the lead the other side, this is the characteristics of precision marketing. At the same time, internet marketing will no longer just set up a site on the internet, it has entered our usual life learning, people through word-of-mouth propaganda their favorite sites, network Marketing has become a set of traditional marketing theory and new Media marketing integrated system. Users determine whether a site is suitable for their own only a small amount of time, there are some other factors to affect the value of the site's judgments, which will make the value of the site is not so important to evaluate the impact of traffic.

Therefore, in addition to the traffic as the basis for determining the value of the site's basic indicators, but also need a variety of other comprehensive indicators to judge, such as the user's stickiness, such as effective browsing time, number of visits, access days, as well as the user segmentation of the judgment, such as young white-collar users, Female users and second-tier city users of the site traffic contribution difference. Nowadays, it becomes more and more easy to do the website, it is more and more difficult to promote. Your site needs thousands of peers to stand out and need in-depth research on network marketing. And an important part of network marketing is to understand the behavior of netizens, it is necessary to reach the site of a large number of access to the flow of extraction, analysis of users in the site of various acts. After all, the real value of the site is to serve the user, for the site, a high stickiness of the user value is much higher than a lot of useless traffic.

The internet has been in the 2.0 years, this should be a time to pay attention to efficiency. Efficiency also needs to transform into various types of data, it can come from the site traffic, but also derived from the site traffic. On the basis of this, the Web site marketing effect of higher than the flow of data standards, which is now how to find and evaluate the real value of the site of the Times proposition. It should be said that the value of the Internet data standards are no longer a single, but is to diversify the direction of development.

The market value of all kinds of third party tools

And for the improvement of the diversity of data standards, the need to build on a more perfect scientific research methods on the basis, this may be Alexa in China encountered another dilemma. Perhaps because of the "prisoner's Dilemma" mentioned above, we have to let people suspect Alexa's authenticity, after all, want to change the results of Alexa rankings is relatively simple, which is why Alexa in time and again constantly adjust the algorithm, and constantly adjust the site's history rankings. As a result, the standards of relative uniformity and stability are already apparent, and the data provided by the third party official bodies are gradually recognized by the market. Here are the Iusertracker from Eric Iresearch's web-based sample study, as well as the MI system for Web site-wide traffic monitoring from Nielsen NetRatings.

If there is no real standard for Chinese Internet value metrics, it's hard to say. Because this is not only a Third-party data consulting company A product will be able to solve the problem, but also need the entire Internet industry efforts. No value competition can only bring wrong data, only benign competition can truly reflect the development of the Internet in China, where the industry needs more extensive cooperation to jointly promote the healthy development of China's Internet.