Passion for life
Goals
- Define KPI’s for online marketing communications with new leads and all the way through on their journey of becoming customers. Distinguish between traffic sources.
- Define KPI’s for new model release communications
- Additionally, define KPI’s for existing owners communications
Prospects report
Leads - contacts in a database with no purchase, no test drive, trade-in or showroom visit requests.
KPI’s
* test drive request conversion rate (TDCR)
* trade-in request conversion rate (TICR)
* showroom visit request conversion rate (SRCR)
* showroom visits per user (SRVU)
* quote request conversion rate (QTCR)
* conversion rate to purchase (PCR)
* average (mean) number of days from lead to purchase (mean time to convert)
* median number of days from lead to purchase (median time to convert)
Traffic sources
As part of the project, a targeted audience will be acquired. Each such user will have a flag ‘direct’ to assess performance metrics for ‘direct’ group vs all.
New model launch (6 months campaign)
KPI’s
* total cars sold from campaign launch (model release)
* average (mean) sales a day (mean cars sold)
* median sales a day (median cars sold)
Trends analysis
* # test drive requests (td_requests)
* # preorder requests (po_requests)
* # trade-in requests (ti_requests)
Renault owners communications
KPI’s
* #service requests
* #service requests per user
* #trade-in requests
* #trade-in requests per user
* #cars sold
* #cars sold per user
* #accessories sold
* % of owners bought at least one accessory
* engagement score (on a scale 0-100)