After the integration and digitization of online and offline. The channels of car companies longer limited traditional offline outlets. And not only include outdoor advertising, TV stations, vertical media such as Autosome. And information Last Database media such as Soho, but also WeChat public accounts, short-term Video, shared travel, financial credit and other new channels. With so many channels, how to do a good job of value evaluation, how to invest limited marketing expenses into appropriate channels and exchange for more high-quality leads to achieve conversion? Let’s summarize together.
After the integration and digitization of online and offline
The value evaluation of the channel should be analyzed from. business indicators and economic indicators. that is from the effect and cost analysis. Business Metrics Business indicators can be evaluated from three Last Database perspectives: the number of leads. the quality of leads, and the conversion rate. Specifically, it can be evaluat from five indicators: the number of leads, the first touch rate, the merger rate, the efficiency, and the conversion rate. Number of Leads : The number of original leads during the evaluation period. First Touch Rate : The ratio of the original lead volume to the total number of original leads of a channel that customers access to and generate leads at the earliest during the evaluation period.
The value evaluation of the channel
Note: “De-duplicated” clues are not consider in the raw clue total. De-duplicat leads are not use as an evaluation item for channel value contribution. As well as their value can analyze from .The perspective of traffic and Last Database customer retention. Consolidation rate : The ratio of the number of leads (non-first touches). Generated by customers in a channel to the total number . Of original leads during the evaluation period. Note: “De-duplicat” clues are not considere in the raw clue total. From the perspective of conversion rate, you can compare and evaluate the pros and cons of channels from the traffic. And conversion contribution of the same activity to different channels. The contribution evaluation of marketing activities. And the evaluation of the conversion ability of sales consultants will describe in detail in the future.