VIDEO: Using Data to Localize to New Markets

In this video, Hillman Lam, head of marketing at Chinese online booking site Ctrip, talks about the use of data for localization strategies as it expands its services into key Asian markets.

“For marketing, it’s all about communicating our product and our deals to the market or the public and, if you know what they want, you can serve them what they need,” Lam told audiences at ClickZ Live Hong Kong.

Using data is a key part of this but the big challenge is knowing what to do with it, and how to use it, says Lam.

Understanding how accurate the data is, whether it is big enough to represent the market, checking for blind spots in the data, and whether the story lines up with expectations are all important questions to consider at the start of the data journey.

Lam outlined the different steps to developing a data strategy using the letter C.

Comparative Data

A starting point is deciding how regularly data should be compared – daily, weekly, monthly or yearly? Then look at points for comparison, which, in the case of Ctrip, are around traffic, sales performance, sources, new versus repeat customers, conversion rates and product competiveness.

Competitiveness

When localizing, have teams on the ground who understand local competitors for each market, says Lam.

Categorization

Categorize the data around geography, demographics, behavior and relevancy.

“We don’t categorize according to what we want, but what the customer wants,” says Lam. “You really need to study the whole customer journey.”

Control

Know what you need and know what you can do, says Lam. “With limited resources, you have to choose your battle.”

The Customer

Use data to know your customer and serve them what they need.

“The market does not want you to just tell them who you are – they want to see what is related to them,” he says.

Watch this video to learn more about Ctrip’s localization strategy.