主場Facebook專頁早於7月頭先行開通，原意是以Sign Up Page預告主場新聞這件事，在產品推出前開始收集早期使用者(Early Adopters)的電郵，到網站正式推出時通知他們，因此在7月那幾個星期，主場一直只能以Facebook發佈消息及跟早期讀者溝通，卻在誤打誤撞之間，發現以這種操作模式，能夠跟讀者直接互動，內容傳播速度相當快。
記憶中，主場團隊第一次發現Facebook威力，應該發生在《金融中心》版Facebook專頁，其中一位編輯無意轉貼了當時《TIME》以候任特首梁振英做封面的一期，該期封面大字標題寫著「Can Hong Kong Trust This Man?」。此帖能在當時粉絲不多的《金融中心》版Facebook專頁上爆發，並獲得了「過千share」的理想成績，這成績當時無人估得到，而這趟經驗亦為主場日後運用Facebook傳播內容的做法打下了強心針。
1. When did you first found the Web Analytics Wednesday?
K: I first found Web Analytics Wednesday on the 19th November 2009 in Hong Kong as a blog (the reason I remember is because I installed Google Analytics on the day and start collecting data). Not until January 2010 we have our 1st Web Analytics Wednesday event that I pay a few thousand dollars just renting a meeting place at Quarry Bay. At that time I only advertise through blog and social media due to the funding. The 1st event end up with about 15 people attended and quite satisfied with it.
2. Why did you found Web Analytics Wednesday?
K: When I first came back to Hong Kong from China during Mid 2009, I was surprised that there isn’t any Web Analytics Wednesday. As in Beijing, Web Analytics Wednesday had already started back in 2006 and each gathering already had more than 50 people attend. This basically mean Hong Kong is 3 years behind China and 5 years behind the rest of the world. Therefore, I start asking the founder of the Beijing Web Analytics Wednesday as well as the original founder in the US to learn and understand how they run the event in their own city.
The other reason I found or orgainise the Web Analytics Wednesday is because I feel Hong Kong should start realise how web analytics will become more and more important as business are no longer only complete between their products but also how smart they leverage the data being collected. If you look around we are heavily connected to the digital space and most people in Hong Kong do have Internet connection. Therefore, it is very easy for business to gather their customer data and starts leveraging it in the right way, which include protect user data privacy. One of the issue we are facing right now is lack of resources and this is one of goal of Web Analytics Wednesday is to gather professionals in the market to share their knowledge as well as a place for new professions to learn and develop their skills.
Finally I hope web analytics will help to regain the trust and value for the I.T. Industry, as a lot of people don’t treasure their I.T. resources. As data will not lie and everything is more scientific, it allows business to measure the return on investment. By leveraging data collection, business can now justify their I.T. spending to prove that it is not a cost to the business but they are able to generate revenue for the business. On the other hand more and more business activities will transit to the digital space, in order to prove the value of digital, the only way to prove it again is through data analytics.
3. One of your blog post “How to track offline media with google analytics”. how’s that possible?
K: Many marketer always try to solve the question in regards to which part of my marketing spend generate the most revenue. In digital space this is a very simple question but in traditional media it is very hard to do so. With the changes of technology now most people will have a Smart-phone with data plan. Smart-phone become a very important medium to leverage as it can connect the offline media to the online media.
The other connection between offline and online is Augmented Reality and Quick Response Code. Therefore, it gave me the thought by leveraging different technologies in order to track user behavior. Most company does not have a lot of budget, so my solution is quite cost effective from a marketer perspective by simply using a QR Code.
What the marketer require is a mobile ready website with Google Analytics being embedded, an web address with Google Analytics tracking code and QR Code generator. Once the QR Code being generated the marketer can simply print on any offline media.
So whenever a consumer uses a smartphone to scan the QR Code, Google Analytics will recognise the consumer is from an offline media. For example, a company printed 1000 copies of leaflet to give out on the street, now 500 people use a smartphone to capture the QR Code. Therefore, the conversion rate of this campaign is 50%. In another word if each copy of leaflet is $1 the whole campaign cost $1,000 and since there are 500 people saw the campaign then the acquisition cost per person will be $2.
Again there are more things we can do and one very good example is Tesco in Korea using QR Code to allow consumer to buy daily groceries in the sub-way. Now you can see it quite often in Hong Kong but most of them do not have any tracking code, which is a shame actually. Else we can gather a lot of useful data and able to understand the effectiveness.
4. What was the biggest misunderstanding about web analytics, particularly in hong kong?
K: Personally I think the biggest misunderstanding about web analytics is it sound very technical and will cost a lot of money. When most people hear the word web, the first impression will be technical and Information Technology related. That is totally wrong as Web Analytics a combination of Business and Technology. Therefore, we shouldn’t call it web anymore; it is more about digital as all the data we now gather is through a digital device.
On the other hand many company think web analytics is free as Google provide a free tool and data will just collect automatically. This concept is totally wrong as the company might only leverage 60% of what Google Analytics provide. Most of the issue is come down to actionable data. Even the data can tell you how many users visit the website but the questions is why? What did they done? Why they leave? Did they engage?
Web analytics is not about simple numbers and charts but the art is to find out the hidden message behind it. Once a company realise web analytics is tie closely to their day-to-day operation, only then they will start value the data and understand it is not technical anymore.
5. How to learn Web Analytics fast? And who should learn Web Analytics?
K: To be honest, there is no shortcut to learn Web Analytics as there so many areas involve. The best way is to learn from others in the field and read more from blogs as well as social media. The reason is because the technology and the market is changing so quickly so most books are not up to date when they release out in the market. Most of the professional will have their own blog to share about their knowledge and they will share news through social media so it will be the quickest channel to get update in the analytics field.
On the other hand, most countries have Web Analytics Wednesday that organise by local professionals to gather and share their knowledge. Therefore, it is another effective channel to learn about Web Analytics. Since Web Analytics is an industry that is more hands on than just base on theory. The more time you spend in looking at the data and the relationship between the business and the users, the more you will get out from it.
I believe everyone should learn about web analytics as every industry and professions are able to leverage the data. I met some companies who had a very strong analytics operation model, they base on data analysis to make business decision and which allow them to understand their business from different perspectives. Base on the data, designer can base on the data to understand the user behavior to better design the user interface. From a marketing perspective, marketing team can base on the data to invest correctly on their marketing spend. At last for product development team, they can also base on the data to find out which function they should develop more and which function should be discontinued.
6. Do you want to share one last thing about Web Analytics?
K: Web Analytics is something that will be getting more and more important in any business environment. It just likes social media; it is something that cannot be avoids and businesses are required to learn and leverage. As there are so many tools out in the marketing, business can continue invest in different tools but they should even invest more in interrupting the hidden message. This is because tools will not tell you what to do next and will not be able to understand the business. Therefore, web analytics professions and services are far more expensive and important than the tool itself. Without a storyteller, the data will be just meaningless and a waste of money and effort to collect all the data from the users.
網站All Things Digital報道，李超人斥資6000萬美元投資Facebook。根據之前微軟用銀紙為Facebook定價150億美元，李超人的金額只可以買到0.4%Facebook股份。消息還稱，在此交易中，李超人「有權」畀多6000萬買多些股份，而且還不足以在Facebook董事局上佔一席位。難道超人老貓燒鬚，簽了不平等交易？不過香港人熟識的超人是無寶不落，每次總能靠高超財技化腐朽為神奇。
整個演說，撇除笑話，不過是簡單的人生道理，但從生命快要完結的人的口中娓娓道來，卻是那麼有力。終結時，Pausch道出表面上對觀眾說，實際上託付膝下三名幼子的激勵名句：「It’s not about how to achieve your dream, but how to lead your life. You lead your life the right way, karma will take care itself, the dreams will come to you.」