報(bào)表分析總部-運(yùn)營(yíng)ddmp7月

一汽-大眾大眾品牌經(jīng)銷商數(shù)字化營(yíng)銷平臺(tái)月報(bào)FAW-VWVWBrandDDMPMonthlyReport部門Division一汽-大眾市場(chǎng)推廣部版本號(hào)Version01更新日期Date2014-8-19本月總結(jié)線索量簡(jiǎn)述第18周-31周，全網(wǎng)經(jīng)銷商共獲得網(wǎng)絡(luò)銷售線索1787595條，其中59家試點(diǎn)經(jīng)銷商共230700條。7月，全網(wǎng)經(jīng)銷商共獲得網(wǎng)絡(luò)銷售線索747997條，周均線索量為149599條，同比6月上升18%。7月，DDMP59家試點(diǎn)經(jīng)銷商共獲得銷售線索102769條；周均線索量為20554，同比6月上升22.9%；總到店486，總成交335。7月，DDMP總瀏覽量為591189；周均瀏覽量為118238，同比6月下降17%；7月，DDMP總訪問(wèn)數(shù)為226405；周均訪問(wèn)數(shù)為45281，同比6月下降50%；7月，DDMP各站點(diǎn)平均跳出率為63.1%，同比6月上升3%。流量簡(jiǎn)述本月總結(jié)項(xiàng)目整體進(jìn)度試點(diǎn)經(jīng)銷商使用情況7月，區(qū)域運(yùn)營(yíng)人員對(duì)第一批試點(diǎn)經(jīng)銷商進(jìn)行了電話回訪，試點(diǎn)經(jīng)銷商對(duì)于DDMP平臺(tái)的使用現(xiàn)狀有了明顯的改觀，深度使用和中度使用已達(dá)到92%。大部分經(jīng)銷商都能夠做到利用DDMP平臺(tái)統(tǒng)一管理傳播內(nèi)容與發(fā)布，能夠利用DDMP平臺(tái)管理銷售線索，在DDMP平臺(tái)上分配銷售線索并跟進(jìn)，并與DDMP平臺(tái)的運(yùn)營(yíng)支持團(tuán)隊(duì)保持良好的溝通，及時(shí)反應(yīng)問(wèn)題，給予更好的意見(jiàn)和建議。系統(tǒng)優(yōu)化主要包括垂直媒體對(duì)接、銷售線索管理、DDMP與DS-CRM系統(tǒng)對(duì)接，所有系統(tǒng)優(yōu)化工作預(yù)計(jì)在9月30日完成。第二批推廣經(jīng)銷商共187家，預(yù)計(jì)在8月30日正式上線。系統(tǒng)優(yōu)化需求調(diào)研確認(rèn)方案開(kāi)發(fā)測(cè)試正式上線第二批推廣資料準(zhǔn)備上線通知經(jīng)銷商培訓(xùn)正式上線58.298.305月6月7-8月9.259.30系統(tǒng)優(yōu)化進(jìn)度第二批推廣經(jīng)銷商進(jìn)度MonthlySummarySalesLeadsSummaryFrom18thto31stweeks,thetotalnumberofalldealerssalesleadsis1787595,ofwhich59pilotdealersis230700.InJuly,alldealerssaleleadstotal747997,theaverageofaweekis149599,increase18%.InJuly,SalesleadsfromDDMPpilotsdealertotal102769;averageofaweekis20554,increase22.9%;Visittotal486,turnovertotal335.InJuly,PVtotal591189,averagePVofaweekis118238,decrease17%.InJuly,UVtotal226405,averageUVofaweekis226405,decrease50%.InJuly,averagebouncerateofaweekis56.2%,increase3%.TrafficSummaryMonthlySummaryTheoverallprogressoftheprojectPilotDealersUsageInJuly,theregionaloperationspecialistscalledbacktothefirstpilotdealersforgettingtheusageofDDMP,whichhasbeennoticeablyimproved,thedepthincrease30%,themoderatefell10%,theshallowfell20%.ThemajorityofdealersuseDDMPtomanagecontents,salesleads,andfollow-up;DealerskeepgoodcommunicationwiththeDDMPoperationssupportteam,suchastimelyresponseandusefulsuggestions.Systemoptimizationmainlyincludesverticalmediaintegration,salesleadsmanagement,DDMPandDS-CRMsystemintegration,allthesystemoptimizationworkisexpectedtobecompletedinSeptember30th.The187dealersofsecondpromotionisexpectedtoofficiallylaunchedinAugust30th.DemandinvestigationConfirmplanDevelopment&testOfficiallylaunchedmaterialspreparationOn-linenoticeDealertrainingOfficiallylaunchedAugust6thAugust16thAugust25thAugust29thAugust30thMayJuneFromJulytoAugustSeptember25thSeptember30thSystemoptimizationscheduleDealersofsecondpromotion

schedule本月概述流量概述線索量概述試點(diǎn)經(jīng)銷商站點(diǎn)內(nèi)容管理優(yōu)化改進(jìn)情況7月，DDMP總瀏覽量為591189；周均瀏覽量為118238，同比下降17%；7月，DDMP總訪問(wèn)數(shù)為226405；周均訪問(wèn)數(shù)為45281，同比下降50%；7月，DDMP各站點(diǎn)平均跳出率為63.1%，同比上升3%。7月，試點(diǎn)經(jīng)銷商通過(guò)DDMP后臺(tái)進(jìn)行網(wǎng)站內(nèi)容管理情況如下，共發(fā)布軟文938篇，回復(fù)在線答疑843條，文章點(diǎn)贊356次，更新焦點(diǎn)圖65次，更新經(jīng)銷商報(bào)價(jià)信息246次。針對(duì)第一期試點(diǎn)經(jīng)銷商反饋的問(wèn)題及建議，明確了解決方案與時(shí)間規(guī)劃；截止7月31日，垂直媒體對(duì)接類問(wèn)題完成度75%，銷售線索模塊問(wèn)題完成度69%，內(nèi)容管理、前臺(tái)展現(xiàn)等其他問(wèn)題完成度43%。7月，DDMP試點(diǎn)經(jīng)銷商共獲得銷售線索102769條，到店量為486，成交量為335。

按照不同渠道來(lái)源劃分如下：DDMP總站、城市站和經(jīng)銷商站來(lái)源線索量共339條，到店量為4，成交量為2；垂直媒體來(lái)源線索為102325條，到店量為468，成交量為306；其他來(lái)源線索（如官網(wǎng)、微信等）為105條，到店量為14，成交量為7。TrafficSummaryPilotDealerContentManagementPVtotal591189,averagePVofaweekis118238,decrease17%.UVtotal226405,averageUVofaweekis226405,decrease50%.Averagebouncerateofaweekis56.2%,increase3%.SalesleadsfrompilotsdealerDDMPtotal102769,storevisittotal486,turnovertotal335.Detaildatafromdifferentdistributionchannel:SalesleadsfromDDMPHQ,Regionanddealersitetotal339,visittotal4,turnovertotal2.Salesleadsfromverticalmediatotal102325,visittotal468,turnovertotal306.SalesleadsfromotherchannelslikeofficialwebsiteandWeChattotal105,visittotal14,turnovertotal7.Pilotdealersadvertorialpublishingtotal938,Q&Atotal843,thumb-uptotal356,focuspicturetotal65,promotionsentencetotal246.UntilJuly31st,verticalmediaintegrationproblemshasbeensolved75%,salesleadsproblemssolved69%,otherproblemsincludingcontentmanagementandfront-endsolved43%.SalesLeadsSummaryImprovementMonthlyOverviewDDMP站點(diǎn)流量報(bào)告DDMPTrafficReport試點(diǎn)經(jīng)銷商線索量報(bào)告DDMPSalesLeadsReport12運(yùn)營(yíng)體系建設(shè)DDMP站點(diǎn)管理及維護(hù)情況DDMPManagement13DDMP功能及頁(yè)面優(yōu)化情況DDMPImprovement14本周概要目錄Content注明Notice:1.流量數(shù)據(jù)來(lái)源于Sitecore后臺(tái)，線索量數(shù)據(jù)來(lái)源于DDMP系統(tǒng)后臺(tái)。TrafficdataisfromSitecore,SalesleadsdatafromDDMP.2.所有線索統(tǒng)計(jì)數(shù)據(jù)基于59家已上線試點(diǎn)經(jīng)銷商，非試點(diǎn)經(jīng)銷商的線索數(shù)據(jù)不在統(tǒng)計(jì)之列。Alldataisonlyabout59pilotdealers.指標(biāo)\月份&周KPI\month&weekMayJunJul1819202122232425262728293031PV44840664114477660392812507658198888117542277518800516349592819215797139027UV29261452383103030581436964324382388703001649814197531685347176364554383PV周均AverageweeklyPV59534142632118238PV同比PVvslastmonth140%-17%UV周均AverageweeklyUV359619022845281UV同比UVvslastmonth151%-50%2014年DDMP瀏覽總量統(tǒng)計(jì)DDMPPV&UVTrendChartIn2014DDMP瀏覽總量統(tǒng)計(jì)SumofDDMPPVUVStatistics1.1DDMP本月總站流量統(tǒng)計(jì)

DDMPHQOverallTraffic

1.27月，DDMP總站流量為334266；訪問(wèn)數(shù)UV為83990；平均跳出率為63.1%。InJuly,DDMPPVtotal334266;UVtotal83990;Bouncerate63.1%.本月DDMP總站流量按周統(tǒng)計(jì)DDMPHQOverallTrafficByWeeksInJulyDDMP總站7月流量來(lái)源統(tǒng)計(jì)

HQOverallTrafficResourcesofJuly1.37月，總站的流量主要來(lái)源于外部鏈接，占總流量的80%。AmongHQoveralltrafficresources,referralPVtakes80%whichisthehighestpart.外部鏈接中來(lái)源于華東區(qū)狂歡購(gòu)車季活動(dòng)的鏈接占比最多；AmongreferralPVmostlycomesfromRSD4campaigns.本月總站流量來(lái)源統(tǒng)計(jì)TrafficResources來(lái)源Resources平均跳出率Averagebouncerate平均停留時(shí)長(zhǎng)Averagetimespend外部鏈接Referral48%00:01:54站內(nèi)鏈接Inside81%00:01:38搜索引擎OrganicSearch77%00:02:22直接訪問(wèn)Direct73%00:02:36本月總站流量來(lái)源分析TrafficResources7月，總站的外部鏈接平均跳出率最低，為48%。AveragebouncerateofHQreferralPVtakes48%whichisthelowest.直接訪問(wèn)的流量平均停留時(shí)間最長(zhǎng)。ThelongestaveragetimespendisdirectPV.DDMP本月城市站流量統(tǒng)計(jì)DDMPRegionsitesOverallTraffic1.47月，城市站總瀏覽量為242203，訪問(wèn)數(shù)為132259。

InJuly,RegionalPVtotal242203.UVtotal132259.RSD2的城市站總流量最多，RSD2在易車網(wǎng)和汽車之家做了大規(guī)模的投放。

RSD2getsthehighesttrafficbecauseitpublishesURLonBitautoandAutohome.流量排名PVrank城市站Citysite瀏覽量PV訪問(wèn)數(shù)UV第一名石家莊站3942630538第二名天津站3604129853第三名太原站2718923427RSD2城市站流量排名TheRankofCitySiteinRSD2RSD2城市站流量來(lái)源TheResourcesofCitySiteinRSD2來(lái)源Resources占比Percentage易車網(wǎng)Bitauto64%汽車之家Autohome19%總站HQ8%各區(qū)域城市站總流量統(tǒng)計(jì)RegionPVOverallDDMP本月城市站流量統(tǒng)計(jì)DDMPRegionsitesOverallTraffic1.4所屬區(qū)域Region城市站CitySite瀏覽量PV訪問(wèn)數(shù)UVRSD1長(zhǎng)春站90944278RSD2石家莊站3942630538RSD3鄭州站675291RSD4上海站1700786RSD5廣州站1409630RSD6成都站778351各區(qū)域城市站流量第一名

Top1CitySiteofJuly7月，六個(gè)區(qū)域流量排名第一的城市站差距較大。

Thereisalargegapwithtop1citysitesfromsixregions.RSD2的石家莊站流量全網(wǎng)第一，為39426。AmongthemShijiazhuangsiteget39426whichisthehighestPV.所屬區(qū)域Region城市站CitySite瀏覽量PV訪問(wèn)數(shù)UVRSD2石家莊站3942630538RSD2天津站3604129853RSD2太原站2718923427RSD2北京站2469817302RSD1長(zhǎng)春站90944278全國(guó)各城市站點(diǎn)前五名Top5CitySitesofAll7月，全國(guó)試點(diǎn)經(jīng)銷商流量排名前五的城市站中，RSD2有四個(gè)，RSD1有一個(gè)。

ThePVofthetopfivecitysitesshownintheright.Amongthetopfivecitysites,RSD2takefour,RSD1hasone.DDMP本月經(jīng)銷商站流量統(tǒng)計(jì)DDMPDealersitesOverallTraffic1.57月，經(jīng)銷商站點(diǎn)瀏覽總量為14720，訪問(wèn)總數(shù)為10156。DealersitePVtotal14720;UVtotal10156.所屬區(qū)域Region經(jīng)銷商名稱Dealer瀏覽量PV訪問(wèn)數(shù)UVRSD1赤峰凱富達(dá)936382RSD2北京汽貿(mào)362283RSD3河南合眾9880RSD4上海永達(dá)232187RSD5廣州錦眾209170RSD6重慶龍華13789赤峰凱富達(dá)流量來(lái)源TheResourcesofChifengKaifuda各區(qū)域經(jīng)銷商站流量統(tǒng)計(jì)DealerSitesTrafficOverall各區(qū)域經(jīng)銷商站流量第一名Top1DealerSitesofWeek7月，總站首頁(yè)導(dǎo)航中“眾里尋車”點(diǎn)擊量最高。TopClick:FindingCarsinFAW-VW.唯一身份瀏覽量UniquePV：4086DDMP總站首頁(yè)HQHomePage注：紅框內(nèi)所有百分比顯示均為click點(diǎn)擊數(shù)的所占百分比數(shù)Notice:Rednumbermeansclickpercentage.焦點(diǎn)圖FocusPicture總點(diǎn)擊數(shù)Clicktotal百分比Percentage引吭高歌Roaroutasong490.88%新CCNewCC681.23%寶來(lái)Bora420.76%新高爾夫NewGolf370.67%本月總站焦點(diǎn)圖點(diǎn)擊數(shù)量FocusPictureClick總站-首頁(yè)點(diǎn)擊量統(tǒng)計(jì)

HQ-HomePageClick1.6總瀏覽量PVtotal：18466唯一身份瀏覽量UniquePV：13280平均停留時(shí)間AverageTimeSpent：24s平均跳出率AverageBounceRate：33.6%17.57%1.97%4.17%3.28%4.62%4.06%0.11%0.00%0.11%0.00%0.00%0.00%0.00%0.00%0.11%0.00%1.84%1.53%0.22%0.22%0.32%0.00%0.11%0.11%0.22%0.22%0.11%0.00%0.00%0.00%0.11%6.59%10.43%1.08%7月，總站首頁(yè)的媒體聲音中，位置標(biāo)為4的軟文點(diǎn)擊量最高；下部四個(gè)導(dǎo)航欄，“車型總覽”點(diǎn)擊量最高。AmongHQmediavoice,place4getsthehighestclick.Inthenavigationbar,modelsoverallgetsthehighestclick.DDMP總站首頁(yè)HQHomePage注：紅框內(nèi)所有百分比顯示均為click點(diǎn)擊數(shù)的所占百分比數(shù)Notice:Rednumbermeansclickpercentage.軟文位置Place總點(diǎn)擊數(shù)Click百分比Percentage11582.85%21402.53%31152.08%41953.52%本月總站首頁(yè)媒體聲音軟文點(diǎn)擊數(shù)量ClickofHQMediaVoiceAdvertorial總站-首頁(yè)點(diǎn)擊量統(tǒng)計(jì)

HQ-HomePageClick1.61.77%0.97%2.98%3.19%1.19%0.43%3.09%1.30%Total14.92%Total6.68%2.74%0.54%1.32%0.65%0.67%0.76%0.22%0.00%0.11%0.11%0.32%0.43%0.32%Total1.52%0.88%1.43%0.65%0.32%Total3.28%1234總瀏覽量PVtotal：18466唯一身份瀏覽量UniquePV：13280平均停留時(shí)間AverageTimeSpent：24s平均跳出率AverageBounceRate：33.6%7月，在所有車型頁(yè)中，速騰車型頁(yè)的瀏覽量和點(diǎn)擊數(shù)最高，其中，“報(bào)價(jià)索取”按鈕點(diǎn)擊量最高。Amongallmodelpages,Sagitargetthehighestclick.InSagitarpage,QuoteSearchingbuttongetthehighestclick.唯一身份瀏覽量UniquePV：4086速騰Sagitar車型Models占比Percentage速騰1.4TSI自動(dòng)豪華型19.22%速騰1.6L自動(dòng)舒適型7.21%速騰1.4TSI自動(dòng)旗艦版5.41%點(diǎn)擊前三的速騰車型Top3Modelsofclick總瀏覽量PVtotal：3310唯一身份瀏覽量UniquePV：2668平均停留時(shí)間AverageTimeSpent：1m30s平均跳出率AverageBounceRate：55.2%總站-車型頁(yè)點(diǎn)擊量統(tǒng)計(jì)

HQ-ModelPageClick1.6各車型頁(yè)點(diǎn)擊總數(shù)ModelPagesclicktotal車型頁(yè)名稱Pages總點(diǎn)擊數(shù)Click速騰

Sagitar666寶來(lái)Bora447捷達(dá)Jetta441全新高爾夫NewGolf411邁騰Magotan376新CCNewCC334高爾夫Golf223GTI9730.18%2.70%月總點(diǎn)擊量ClickTotal：66615.47%1.80%Total48.05%7月，在所有留資入口中點(diǎn)擊量最高的是報(bào)價(jià)索取。Incustomerinformationpage,“claimprice”getsthehighestclick.留資表單CustomerInformationPage總站-留資頁(yè)點(diǎn)擊量統(tǒng)計(jì)HQ-CustomerInformationPageClick1.6各留資表單提交按鈕點(diǎn)擊數(shù)量Signupclickofcustomerinformation留資入口Button總點(diǎn)擊數(shù)Click百分比Percentage產(chǎn)品手冊(cè)索取Productmanualrequest435.27%經(jīng)銷商查詢-查看報(bào)價(jià)Searchdealer-Viewquotation10412.75%經(jīng)銷商查詢-預(yù)約試駕Searchdealer-Appointmentatestdrive00.00%預(yù)約試駕Appointmentatestdrive18322.43%報(bào)價(jià)索取Claimprice45055.15%在線訂車Onlinebooking303.68%二手車置換Usedcarreplacement00.00%金融服務(wù)-在線申請(qǐng)F(tuán)inancial

services-onlineapplication60.74%5.27%22.43%55.15%3.68%0.00%12.75%0.00%0.74%以7月流量最高的石家莊站點(diǎn)為例分析城市站點(diǎn)的點(diǎn)擊量，首頁(yè)的“金融產(chǎn)品”的點(diǎn)擊量最高。Amongallcitysites,Shijiazhuanggetsthehighesttraffic.Andinitshomepage,financialproductgetsthehighestclick.唯一身份瀏覽量UniquePV：4086石家莊站首頁(yè)ShijiazhuangSiteHomePage焦點(diǎn)圖Focuspicture點(diǎn)擊數(shù)Clicks百分比Percentage焦點(diǎn)圖1Banner1241.70%焦點(diǎn)圖2Banner2181.28%焦點(diǎn)圖3Banner3120.85%焦點(diǎn)圖4Banner400.00%本月石家莊站焦點(diǎn)圖點(diǎn)擊數(shù)量FocusPictureClicksofShijiazhuangSite城市站-首頁(yè)點(diǎn)擊量統(tǒng)計(jì)

CitySite-HomePageClick1.7總瀏覽量PVtotal：148905唯一身份瀏覽量UniquePV：146258平均停留時(shí)間AverageTimeSpent：2m11s平均跳出率AverageBounceRate：96.9%1.28%0.00%0.00%0.85%0.85%0.00%0.85%0.00%0.85%2.55%1.70%5.60%0.85%1.70%6.03%0.43%2.55%11.63%6.45%0.43%0.00%0.00%1.28%2.55%3.40%0.00%0.85%3.40%5.96%Total19.15%Total6.38%0.00%2.13%1.70%0.85%0.43%0.85%0.00%22.76%Total7月石家莊站的官方活動(dòng)中，位置標(biāo)為2的活動(dòng)點(diǎn)擊量最高。AmongcampaignsofShijiazhuangsite,Place2getsthehighestclick.唯一身份瀏覽量UniquePV：4086石家莊站首頁(yè)ShijiazhuangSiteHomePage軟文位置Place

點(diǎn)擊數(shù)Clicks百分比Percentage160.43%2614.33%3241.70%460.43%5241.70%600.00%本月石家莊站首頁(yè)官方活動(dòng)軟文點(diǎn)擊數(shù)量OfficialcampaignclickofShijiazhuangSite城市站-首頁(yè)點(diǎn)擊量統(tǒng)計(jì)

CitySite-HomePageClick1.71325641.70%0.00%2.13%2.55%Total15.32%0.00%0.00%0.00%0.00%0.00%4.26%0.43%1.70%2.55%Total2.98%0.85%0.43%1.70%0.00%0.00%0.85%0.00%0.00%0.00%Total0.85%總瀏覽量PVtotal：148905唯一身份瀏覽量UniquePV：146258平均停留時(shí)間AverageTimeSpent：2m11s平均跳出率AverageBounceRate：96.9%線索量統(tǒng)計(jì)（DDMP試點(diǎn)經(jīng)銷商獲得的網(wǎng)絡(luò)銷售線索量）線索量按區(qū)域統(tǒng)計(jì)線索量按車型統(tǒng)計(jì)7月，DDMP試點(diǎn)經(jīng)銷商共獲得銷售線索102769條，周均20554條，同比上升23%；

到店量為486；周均97，同比下降14%；

成交量為335；周均67，同比上升9%。7月，RSD6所有試點(diǎn)經(jīng)銷商收到的線索數(shù)量最多，為20365

條

。7月，捷達(dá)和速騰車型線索量占比較高，共占總線索量的50%。7月，汽車之家的線索量最多，占所有媒體線索量的46%；

易車網(wǎng)位居第二，占35%。垂直媒體線索量統(tǒng)計(jì)DDMP站點(diǎn)來(lái)源線索量統(tǒng)計(jì)DDMP站點(diǎn)來(lái)源線索量按車型統(tǒng)計(jì)7月，DDMP站點(diǎn)來(lái)源共收到線索339條

。7月，DDMP來(lái)源線索中，線索量最多的車型為速騰，占全部車型的22%

。7月線索量概述2SalesLeadsSummary(SalesleadsobtainedfromDDMPpioltdealers)RegionDDMPSalesLeadsCollectionDistributionVehiclesSalesLeadsCollectionDistributionInJuly,DDMPsalesleadstotal:92654;average20554inaweek,increase23%;Visittotal403;average97inaweek,decrease14%;Turnovertotal275;average67inaweek,increase9%.Thismonthpilotdealersalesleadstop:RSD6,total20365.JettaandSagitarsalesleadstakes50%ofallsalesleads.Topverticalmediasalesleads:AutoHome,takes46%ofall.Secondrank:BitAuto,takes35%ofall.VerticalMediaSalesLeadsDistributionDDMPSalesLeadsDistributionVehiclesDDMPsalesleadsDistributionDDMPsalesleadstotal:339.

TopvehicleDDMPsalesleads:Sagitar,takes22%ofallsalesleads.SalesLeadsCollectionSummaryofJuly27月，全國(guó)59家試點(diǎn)經(jīng)銷商在DDMP后臺(tái)共收到102769條線索，共到店486條線索，成交335臺(tái)；其中來(lái)源垂直媒體的銷售線索占99%InJuly,DDMPcollectsalesleadstotal:102769,Visittotal:486,Turnovertotal:335.KPIDDMP垂直媒體VerticalMedia其他來(lái)源線索Others總計(jì)Total線索量Leads339102325105102769到店量Visit446814486成交量Turnover2306733524小時(shí)跟進(jìn)率Followuprate17.8%22.4%77.1%-本月試點(diǎn)經(jīng)銷商線索量分析PilotDealerSalesLeadsAnalysis本月試點(diǎn)經(jīng)銷商線索量分布PilotDealerSalesLeadsDistribution試點(diǎn)經(jīng)銷商線索量統(tǒng)計(jì)

PilotDealerSalesLeadsSummary2.17月，RSD6所有試點(diǎn)經(jīng)銷商獲得線索量總數(shù)最多，其中垂直媒體來(lái)源的線索數(shù)占比最大；RSD2試點(diǎn)經(jīng)銷商獲得DDMP來(lái)源線索量最多，RSD3試點(diǎn)經(jīng)銷商獲得自媒體來(lái)源的線索量最多。Salesleadstop:RSD6.Mostofitssalesleadscollectedfromverticalmedia.SalesleadsofRSD2mostcollectedfromDDMP.SalesleadsofRSD3mostcollectedfromwe-media.RSD2由于做了投放，收到了較多DDMP留資的線索。RSD2getmoreDDMPsalesleadsbecauseitpublishesURLonBitauto.RSD6有相對(duì)較多的試點(diǎn)經(jīng)銷商，收到了較多垂直媒體來(lái)源線索。MostpilotdealersinRSD6getmoreverticalmediasalesleads.RSD3經(jīng)銷商手工錄入展廳線索較多。DealersofRSD3recordedmoreshowroomleadsintosystem.本月線索量按區(qū)域統(tǒng)計(jì)RegionSalesLeadsSummary本月KPI按區(qū)域分析RegionKPIAnalysis線索來(lái)源ResourcesRSD1RSD2RSD3RSD4RSD5RSD6DDMP328542557154垂直媒體VerticalMedia176181808618876144931289320305其他來(lái)源Others11811336總計(jì)Total176511817218999145611296720365KPIRSD1RSD2RSD3RSD4RSD5RSD6總計(jì)Total到店量Visit2032987761081486成交量Turnover12122674877033524小時(shí)跟進(jìn)率

Followuprate32.9%18.2%28.7%13.6%12.6%25.1%-RSD1的一家試點(diǎn)經(jīng)銷商（吉林吉?jiǎng)偅┰贒DMP后臺(tái)管理所有的銷售線索，將到店、成交狀態(tài)在系統(tǒng)中維護(hù)。ThereisonepilotdealerinRSD1(JilinJigang)managedallsalesleadsinDDMP,andmaintainitsvisitandturnoverconditioninDDMP.試點(diǎn)經(jīng)銷商線索量按區(qū)域統(tǒng)計(jì)

PilotDealerSalesLeadsSummaryBasedonRegion2.27月，試點(diǎn)經(jīng)銷商線索量按車型統(tǒng)計(jì)來(lái)看，捷達(dá)和速騰的車型線索量占比較高，共占總量的50%。InJuly,JettaandSagitarcollect50%ofallsalesleadswhicharethehighesttwo.注：其他為未選車型Notice:Othersreferstounselectedmodels捷達(dá)線索量來(lái)源JettaSalesLeadsResoures速騰線索量來(lái)源SagitarSalesLeadsResoures線索量按車型統(tǒng)計(jì)SalesLeadsSummaryBasedonModels線索量按車型統(tǒng)計(jì)SalesLeadsSummaryBasedonModels2.37月，DDMP站點(diǎn)共產(chǎn)生339條線索，其中總站線索量為253，占DDMP來(lái)源總線索量的75%。DDMPsalesleadstotal:339,HQsalesleadsis253,whichtakes75%ofallresources.7月，DDMP城市站線索量為41，經(jīng)銷商站線索量為45。Citysitessalesleadsis41,Dealersitessalesleadsis45.各站點(diǎn)線索量整體統(tǒng)計(jì)SalesleadsOverallDDMP站點(diǎn)線索量統(tǒng)計(jì)

DDMPSalesLeadsSummary2.47月，DDMP站點(diǎn)產(chǎn)生的銷售線索按車型統(tǒng)計(jì)，線索量最多的車型為速騰。DDMPsalesleadstop:Sagitar.DDMP線索量按車型統(tǒng)計(jì)DDMPSalesLeadsSummaryBasedonModelsDDMP站點(diǎn)線索量按車型統(tǒng)計(jì)

DDMPSalesLeadsSummaryBasedonModels2.57月，汽車之家的線索量處于第一位，占所有媒體線索量的46%；易車網(wǎng)位居第二，占35%。Verticalmediasalesleadstop:AutoHome,takes46%ofall.SalesleadsNo.2:BitAuto,takes35%ofall.垂直媒體線索量統(tǒng)計(jì)Verticalmediasalesleadssummary垂直媒體線索量統(tǒng)計(jì)VerticalMediaSalesLeadsSummary2.67月，來(lái)源垂直媒體銷售線索管理統(tǒng)計(jì)，各垂直媒體到店率較低，平均不到1.0%；Averageverticalmediavisitrateislessthan1.0%.7月，各垂直媒體的平均到店成交率為69.5%。其中，網(wǎng)上車市的到店成交率最高，為100.0%。Averageverticalmediaturnoverratethismonthis69.5%.Automarket’sturnoveris100.0%whichisthehighest.KPI汽車之家AutoHome易車網(wǎng)BitAuto太平洋汽車Pcauto愛(ài)卡汽車XCAR網(wǎng)上車市AutoMarket搜狐汽車SohuAuto線索量Salesleads47431354356263922410012971到店量Visit97682912313到店率Visitrate0.4%0.5%0.9%0.4%0.6%0.7%成交量Turnover725219639到店成交率Turnoverrate65.3%72.6%62.5%45.4%100.0%71.0%24小時(shí)跟進(jìn)率Followuprate17.4%17.2%23.6%18.9%35.6%34.5%本周各垂直媒體到店和成交情況統(tǒng)計(jì)Visit&TurnoverSummary垂直媒體線索量統(tǒng)計(jì)VerticalMediaSalesLeadsSummary2.6總站內(nèi)容維護(hù)管理HQSiteContentMaintain總站新聞活動(dòng)軟文更新——市場(chǎng)活動(dòng)2篇，官方新聞6篇

Advertorialupdate—2marketingcampaigns,6officialnews.區(qū)域/城市站內(nèi)容維護(hù)管理Region/CitySitesContentMaintain區(qū)域總計(jì)更新軟文42篇

Regionadvertorialupdatetotal:42.速騰焦點(diǎn)圖更新——RSD6Sagitarbannerupdate—RSD6.捷達(dá)焦點(diǎn)圖更新——RSD1RSD2RSD3RSD5RSD6Jettabannerupdate—RSD1RSD2RSD3RSD5RSD6.DDMP站點(diǎn)內(nèi)容維護(hù)情況-總站&區(qū)域站

DDMPHQandRegionMaintainSituation3.1總站金融服務(wù)頁(yè)面更新——金融服務(wù)頁(yè)&金融產(chǎn)品頁(yè)&金融活動(dòng)頁(yè)

Financialpagesupdate—financialpage&financialproductpage&financialcampaignpage.全站“全新捷達(dá)”更新為“捷達(dá)”——包括所有圖片和文字

“Jetta”materialsupdate—includingalltheimagesandtexts7月，從經(jīng)銷商站點(diǎn)運(yùn)營(yíng)工作情況來(lái)看：RSD1和RD6的經(jīng)銷商對(duì)站點(diǎn)維護(hù)情況相對(duì)較好。RSD5相較于其他區(qū)域維護(hù)情況有待改善。RSD1&RSD6maintainsituationisoutstanding.RSD5needstobeimproved.從經(jīng)銷商系統(tǒng)功能使用情況來(lái)看：軟文發(fā)布和在線答疑管理使用頻率較高，文章點(diǎn)贊的使用頻率有所提升，而焦點(diǎn)圖更新和經(jīng)銷商車型報(bào)價(jià)促銷更新的功能使用相對(duì)較少。AdvertorialpublishingandQ&Afunctionusedfrequently,thumb-upfunctionhasimproved,whilefocuspicturefunctionandpromotionsentenceusedless.區(qū)域Region焦點(diǎn)圖更新FocusPicture軟文發(fā)布Advertorial在線答疑Q&A文章點(diǎn)贊Thumb-up車型報(bào)價(jià)促銷更新PromotionSentenceRSD1518336217473RSD210100126652RSD317113804562RSD41221183935RSD54645300RSD61726713912224經(jīng)銷商內(nèi)容維護(hù)統(tǒng)計(jì)Dealers’contentmaintainsummary經(jīng)銷商站-網(wǎng)站內(nèi)容維護(hù)情況

DealerSiteContentMaintain3.27月，QQ群中較活躍的經(jīng)銷商有：新疆天匯、吉林吉?jiǎng)?、安徽孚迪，?wèn)題主要集中在銷售線索管理。ActiveQQgroupdealers:XinjiangTianhui,JilinJigang,AnhuiFudi.ProblemsfocusonDDMPsalesleadsmanagement.問(wèn)題大類Type問(wèn)題小類Class總數(shù)Total狀態(tài)

Condition已處理Solved待處理Pending待討論DiscussingBUG銷售線索管理Salesleadsmanagement15123數(shù)字資產(chǎn)管理Digitalassetmanagement11網(wǎng)站內(nèi)容管理Contentmanagement312垂直媒體對(duì)接Verticalmedia

integration321新需求NewRequirements銷售線索管理Salesleadsmanagement12174報(bào)表管理Reportmanagement11疑問(wèn)Questions銷售線索管理Salesleadsmanagement11數(shù)字資產(chǎn)管理Digitalassetmanag