Analysis of setting KPI's for websites in Auto Industry.

1. Car Manufacturer “X”Analysis of Website KPI’s Date: 08 February 2010 Presented by : Group A – Anne, Elena, Filipe, Leonardo, Gonzalo and Rahul Master in Digital Marketing , Class of 2010, IE Business School

2. Background Car Manufacturer “X” offers cars in all the ranges from cheap to the executive levels. The company is not a leader in the space but is known to produce cars with great design and value for money. The most popular model of the low end segment is targeted at the youth, and the higher segments at businessmen in the 30-45 yrs age category

3. Business Challenges and Problems Lack of Brand Affinity and Awareness to increase the Customer “Love” for the brand X to be a preferred choice in all the segment Lack of after sales customer service

4. Website as the key marketing platform towards the solution The Primary goals of the website should enable a solution for the key problems in the business and finally lead to an increase in sales Hence, the website KPI’s also should be in the order given

5. Laying out the KPI’s for the key goals of website

6. Key analysis for the KPI’s

7. Key analysis for the KPI’s

8. Segmenting the traffic

9. Measuring Offline Sales E-couponing redemption rate Online test drive registrations to sales conversion rate Consumer-centric offline survey at the dealership Including this survey into the dealer’s salesmen performance evaluation Cross-Database (email)

10. Thank you Anne, Elena, Filipe, Gonzalo, Leonardo and Rahul