东风雪铁龙-客户关系管理及数字营销总结.pptx

客户关系管理及数字营销总结及2016年规划digitalmarketingandcrmdivisionoverviewand2016plan,1_业务成果businessresult数字营销成果总览digitalmarketingresultsoverview半年重点行动总览keyactionsoverviewofhalfyear重点行动效果effectsofkeyactions其他数字营销线索情况otherdigitalmarketingleads2_业务反思businessrethinking3_2016年业务规划2016businessplanning,摘要目录content,1,业务成果businessresult,数字营销成果总览digitalmarketingresultsoverview半年重点行动总览keyactionsoverviewofhalfyear重点行动效果effectsofkeyactions其他数字营销线索情况otherdigitalmarketingleads,2015年数字营销成果总体表现,2015年较2014年，派发商机量上升109%网点线索量上升129%成交量上升112%，线索转化率提升5.3%,销售漏斗,2015.1.1-12.31核心指标表现,媒介投放：电商阵地：存量挖掘：长效媒体：其他数字拓展：,引流,派发商机,网点线索,口碑,商机转化率47.8%,线索转化率64.0%,109.4万线索量,171万商机量,11.5万,29.4万,21.4万,95.7万,13.0万,媒介投放：电商阵地：存量挖掘：长效媒体：其他数字拓展：,8.1万,17.6万,13.1万,62.3万,8.3万,总留资：3,788,412官网uv:5890万官网留资：65.9万,官网留资率1.12%,车主网络口碑：各车系论坛1-12月共获得精华1703次，全站首页194次,垂直论坛负面控制指标5%,线索成交率5.6%,2015digitalmarketingresults-theoverallperformance,2015年数字营销成果分月表现,2015年1-12月数字营销完成销量61,326台，成交转化率5.6%，占品牌总量的20.7%,digitalmarketing2015-monthlyperformance,20151-12monthsofdigitalmarketingtocompletesalesof61,326units,turnoverrateof5.6%,accountingfor20.7%ofthetotalbrand,2015年整体数字营销线索成交贡献较2014年上升11.4%，从车型全新爱丽舍及全新世嘉上升较明显，从渠道看长效媒体贡献上升明显,数字营销线索分产品、分渠道成交构成,分渠道,分产品,in2015theoveralldigitalmarketingtransactionwithcluestoanincreaseof11.4%comparedto2014,fromthemediachannellong-termcontributionincreasedsignificantly,digitalmarketingleadsoverview_byproductsub-channeldealconstituted,bychannel,byproduct,半年重点行动业务总览,业务策略：“理数据、拓电商、强引流、促承接、抓净增”。,数字传播,潜客拓展,保客营销,6月份盛总和刘平主任进行业务交流，对数字营销业务开展做出指导；7月31号audioconferenceproposal/crmdashboard交流电话会议法方joseantoniogalanotamendi、damienlaforest、guillaumedebienassis及数字营销分部参与，对数据跟踪流程进行交流；11月6号crm数字营销会议（新网站开发、线索跟踪改进、carstore）法方yoann.bregent，waiee.chee及数字营销分部参与，交流数字营销业务进展情况，获得认可；12月21号crmanalysis会议法方arnaudbellonis，会议上法方肯定了官网改版开发与2.0运营以及数字线索管理的工作,2.0贴合热点互动留资,借势高流量平台互动留资,官方网站改版,线索数据资产整合管理,存量挖掘及数据清洗,电商平台拓展及业务探索,电商整合营销活动开展,数字线索网点跟进抽检,车主各平台舆情监控及引导,车主线上线下沟通维系,车主俱乐部微信运维,龙友之家app推广,数据线索派发及网点跟进提升,数字营销整体运营数据分析,网电销中心推进及指导,数据系统开发及优化,官网数据管理平台开发,thekeyactionbusinessoverviewinhalfayear,businessgame：“sortingdata、expandinge-business、enhancingdrainage、promotingundertake、catchingnetincrease”.,digitalcommunication,potentialcustomerdevelopment,customermarketing,managershenganddirectorliupingconductedbusinesscommunicationandcarriedouttheguidanceofdigitalmarketingbusinessinjune；july31staudioconferenceproposal/crmdashboardconferencecallfrenchsidejoseantoniogalanotamendi、damienlaforest、guillaumedebienassisandthepartakeofdigitalmarketingdivision，communicatetothedatatrackingprocess；november6thcrmdigitalmarketingconference（newwebsitedevelopment、leadstrackingimprovement、carstore）frenchsideyoann.bregent，waiee.cheeandthepartakeofdigitalmarketingdivision，communicatetheprogressofdigitalmarketingbusinessandgainrecognition；december21stcrmanalysisconferencefrenchsidearnaudbellonis，inthemeeting,francehasaffirmedtheofficialwebsiteofthereviseddevelopment,2.0operationandtheworkofdigitalleadsmanagement.,2.0versionattachedhotspotinteract-ivefileleaving,occasiontohightrafficplatforminteractivefileleaving,officialwebsiterevision,leadsdataassetsintegrationmanage-ment,databasemininganddatacleaning,e-commerceplatformexpandandbusinessexplore,e-commerceintergratemarketingactivities,digitalleadsdealershiptrackingsampling,ownervariousplatformmonitoringpublicopinionandguide,owneronline/offlinecommun-icationmaintain,ownerclubwechatoperationandmain-tenance,citroenhomeappspread,dataleadsdistribu-tionanddealer-shiptrackingupgrading,digitalmarketingintergrateoperationdataanalysis,dealershipe-commercecenterspreadandguide,datasystemdevelopmentandoptimiza-tion,officialwebsitedatamanage-mentplatformdevelop,重点行动效果_24小时派发率,2015年下半年2小时派发率达79.7%,较2015年上半年77.5%上升2.4%。,统计周期：2015.1.1-12.31,法定假期及公休日安排人员进行数据处理，保证数据的及时派发；官网的数据线索量大，8月起，由原本的1天1批清洗派发优化为1天2批清洗派发，官网数据管理平台实现脱离人工的系统自动处理派发提升数据传递效率；,keyactioneffect_24hoursdistributionrate,inthesecondhalfof2015,thedistributionrateof2hourswas79.7%,comparedto77.5%inthefirsthalfof2015increasedby2.4%.,statisticalperiod：2015.1.1-12.31,重点行动效果_线索24小时跟进,统计周期：2015.1.1-12.31,2015年下半年24小时线索跟进率69.3%,较2015年上半年61.5%上升约8%。,按周月日定期及时检核网点24小时跟进情况，与销售部同步发送并考核大区网点24小时跟进kpi；呼叫中心每天设立网点线索派发邮件通知，提醒并督促网点线索24小时跟进；,翻译,keyactioneffectdealertrackingin24hrs,statisticalperiod：2015.1.1-12.31,inthesecondhalfof2015,leadsfollow-upratewas69.3%,comparedwith61.5%inthefirsthalfof2015increasedbyabout8%.,重点行动效果日常线索跟进质量抽查,数据处理专员针对上周所派发、经网点维护为abch级别的数字线索数据作为总样本，以5%的抽样算法进行数字线索网点跟进质量抽检。每周进行抽检数据统计,数据样本1月11日17日：24小时维护为abch的线索总量7022条，抽样总数777条,thekeyactionresultsdailyleadsfollow-upsamplinginspection,dataprocessingcommissioneraimatthedistributionanddealermaintainabchofdigitalleadsasthetotalsample.with5%ofthesamplingalgorithmtospotcheckthequalityofdigitalleadsdealerfollow-up.weeklysamplingdatastatistics,datasampleatjanuary11th-17th：thetotalleadsmaintainabchin24hare7022,samplesizeis777,重点行动效果神秘客抽检,每周将客户关系管理及数字营销分部相关人员及数字线索代理人员，作为神秘种子进行派发，每周每人分别派发一个网点，进行网点回访回时间及效果的统计,thekeyactionresultsmysteryguestsamplinginspection,thecrm,therelevantpersonnelofdigitalmarketingdivisionandtheagentofdigitalleadsasmysteryseedtodistributeperweek.everyonedistributeadealertostatisticssitevisittimeandeffectperweek.,其他数字营销线索情况分车型,截止到2015年12月31日，年度数字营销线索量同比2014年年累计增长率为128%。,otherdigitalmarketingleadsoverviewbycarline,uptodecember31,2015,annualdigitalmarketingleadvolumeincreasedby2014yearonyearcumulativegrowthrateof128%,其他数字营销线索情况分渠道,长效媒体较2014年全年同比上升189%，电商阵地较2014年全年同比上升107%,otherdigitalmarketingleadsoverviewbychannel,long-termmediathanin2014,anincreaseof189%yearonyear,theelectricitybusinesspositioncomparedtotheyear2014yearonyearincreaseof107%.,citroen,2,业务反思rethinking,2015年工作方法,业务上的具体做法为：深化“数据资产”挖潜：针对约581万客户数据资产（保客约148万、潜客约433万），建立数据分群模型，根据分群后的用户特点，结合品牌及产品行程，开展针对性的存量挖掘，实现对全系的成交贡献从0.9%提升至1.3%；积极拓展网络电商阵地：以天猫旗舰店为核心，拓展进驻京东汽车电商，细化电商日常运营，主动开展网上外拓，结合电商平台的购车节、双11大促等行程，实现对全系的成交贡献从1.7%提升至2.8%；大力推进垂直引流合作：基于易车/汽车之家的车商合作平台对网点销售线索的稳定贡献，2015年推进405家网点签约这两家垂直汽车网站的车商线索引流合作，实现对全系的成交贡献从4.9%提升至14.7%；持续提升网电销承接力：通过持续抓网点关键岗位网点电销中心数字营销主管的配备，并按季开展网点电销中心的能力提升竞赛行动，推进数字线索派发至网点的24小时及时率提升至95%以上（其中2小时及时率近80%），网点24小时及时跟进率稳步提升至近70%。强化抓成交“净增”量：所有派发至网点的数字线索均予以清洗，如派发的数字线索与系统中网点原已登记线索有重复，则予以去重，以保障成交时形成终端交付的净增量。截止11月，已累计形成终端数字销售线索净增995905条。,总体做法：“理数据、拓电商、强引流、促承接、抓净增”。,workmethodsin2015,specificpracticesinthebusiness：deepenthepotentialofdataassets：adataclusteringmodelisestablishedforabout5,810,000customerdataassets(retaincustomersabout1,480,000,potentialcustomersabout4,330,000).accordingtothecharacteristicsoftheusergroupandthecombinationofthebrandandproducttrip,adatabaseminingiscarriedout,andthetransactioncontributionoftheall-lineincreasesfrom0.9%to1.3%.activelyexpande-businessplatform：becauseofthefocusingofthet-mallstore,theexpandinginthejingdongcare-business,therefiningofthedailyoperationofe-business,apromotingoftheonlineextensionwithbetterinitiative,acombinationwiththee-businessplatformcarbuyingfestival,double11festivalandsoon,atransactioncontributionoftheall-lineincreasementfrom1.7%to2.8%isreached.vigorouslypromoteverticaldrainagecooperation：basedontransactioncontributionofthecarbusinesscooperationplatformasbiauto/autohometothedealerssalesleads,apromotionofthecarbusinessindrainagecooperationof405dealerssignedwhitthetwoverticalcarsiteismade.transactioncontributionoftheall-lineincreasementfrom4.9%to14.7%isreached.continuetoenhancedealersandtelephonesalesundertakeforce：throughcontinuousgraspdealerskeypositionstheequipofdealerscallcenterdigitalmarketingdirector.accordingtoseasontocarryoutcompetitionactionindealerscallcenterforimproveability.topromotethe24htimelyrateofdigitalleadsdistributetothedealersupto95%in24(amongthem2hourstimelyrateofnearly80%).topromotethefollow-uptimelyrateofdealersupto70%in24h.catchnetincreasinguponcompletion：alldigitalleadsdistributedtodealerarecleaned.theduplicatewillberemovedifthereisanyrepentanceinthedistributeddigitalleadswiththeleadsregisteredinthesystemtoensurenetincrementfromterminaldeliveryuponcompletion.bynovember,anetincreasementof995905interminaldigitalsaleshasreached.,overallmethods：“datasorting、e-businessexpanding、drainageenhancing、acceptancepromoting、catchnetincreasing”.,2015年工作反思,shortcomingsin2015,3,2016年业务规划2016businessplanning,2016年工作思考,总体思路：通过强化“理数据、拓电商、强引流、促承接、抓净增”的思想方针，打造数字营销自有阵地的易触力，提升客户关系拓展的获取、承接转化及口碑引导力。,节流提升数字线索的承接能力,thinkingaboutworkin2016,generalthought:throughstrengtheningtheideologicalguidelineabout“sortingdata,expandinge-business,enhancingdrainage,promotingundertake,catchingnetincrease”,makingeasycontactforceofthedigitalmarketingplatform,improvingaccessofthecustomerrelationshipdevelopment,undertakingguidedforceoftransformationandword-of-mouth.,openingsourceimprovingobtainingabilitiesofdigitalmarketing,reducingexpenditureimprovingundertakingabilitiesofdigitalmarketing,initiativemarketingchangingpassivetradesmentoitineranttradesmen,strengtheningbusinessaboutdigitalmarketing,andintegratingnet-telesale.,2016年目标,targetin2016,开源：提升数字线索的获取能力,1.构建以车主app为核心的保客阵地以车主俱乐部app和车主俱乐部微信为平台，丰富互动，增强粘性；2.提升互联网车主口碑引导各垂直媒体的舆情监控及引导；,官方阵地电商化，打通业务流及资金流：整合官网、2.0阵地、电商平台资源，以数据为串联，促进商机转化；拓展优质综合电商平台：完善电商平台矩阵，重点拓展创新性渠道及模式，丰富接触点，提升品牌实效；完善业务价值链、延伸后市场业务：建立后市场电商销售体系，整合各方优势资源，提升用户体验；推进网点长效平台签约：促进豪华版签约，并引导网点自主发布规范的在线营销活动；提升存量挖掘效率：丰富信息维度，优化数据分析模型，提升挖掘目标客户精准度；,1.官网改版梳理、整合官网架构、路径和内容，使之符合ued使用习惯，打造符合需求的新视觉官网；2.移动端占位通过wap站点和二维码等内容，随时随地响应广告投放带来的触点反应，为官方平台导流；,openingsource：enhancetheabilitytoobtaindigitalleads,1.buildingcarownersappasthecoreofcustomerplatformwiththeplatformofownersclubappandownersclubwechat,interactrichlyandenhanceviscosity.2.improvingword-of-mouthguidanceofinternetownersmonitorandguidethepublicopinionofverticalmedia.,makingofficialplatformase-business,anddredgingbusinessflowandcashflow:integratingresourcesfromofficialwebsite,2.0platformande-businessplatform,promotingthetransformationofbusinessopportunitiesbasedondata;developinghighqualitycomprehensivee-businessplatform:completinge-businessplatformmatrix,focusingonexpandinginnovativechannelsandmodes,enrichingcontactpoint,andenhancingbrandefficiency;perfectingbusinessvaluechain,andextendingaftermarketbusiness:settingupe-businessaftermarketsalessystem,integratingdifferentadvantageresources,andenhancingusersexperience;promotingsigningratebetweenwebsiteandlong-termmedia:promotingthesigningofthedeluxeedition,andguidingwebsitetoindependentlyreleasenormativeonlinemarketingactivities;promotingefficiencyofdatabasemining:enrichinginformationdimension,optimizingdataanalysismodels,andimprovingprecisionofminingtargetcustomers;,1.officialrevisionneateningandintegratingframework,pathandcontentofofficialwebsite,makingitmeetued(userexperiencedesign),andcreatinganewvisualwebsiteconformingneeds2.mobileterminaloccupancythroughthecontentaboutwapsiteandqrcode,respondingcontactreactionfromadvertisinganytimeandanywheretoguideofficialplatform,节流：提升数字线索的承接能力,数字传播,潜客拓展,保客营销,数据闭环：通过dmp开发，实现双微粉丝与官网群访问者识别，促进意向级别分类，提升效率；通过官网后台开发，整合管理网站群；2.实现智能化：网站内容智能呈现，官网及投放留资经由数据中心分级进入crm系统；,构建数据管理中心基础平台，提升运营效率：以crm为核心，统一线索收集，分析、下派、承接，实现精益化运营；优化并新建数据模型，助力线索价值挖掘：对模型进行定期数据训练，实时优化模型，提升线索利用率；建立线索派发模型，提升线索派发效率，促进线索转化；实现2小时派发，完善网电销营手册，提升用户响应速度：建立电商及官网数据库，实现电商及官网线索直接派发；强化网电销培训、检核激励，提升网点承接能力；加强大区考核，优化并加强线索跟进质量抽检，提升网点线索跟进质量：形成网点线索跟进情况的常规抽查，设立网点线索24小时跟进；扩大神秘访客留资，1批次/周，检核全国网点跟进质量，形成反馈；开发dms移动端“销售宝”，加强线索管理：实现dms数据的移动端同步，实现网点销售人员数据线索的实时跟进；,丰富车主行动数据，制定客户精准营销，提升车主价值挖掘效率：以crm车主行为数据分析为依据，以情感沟通和体验升级为路径，聚焦用户终身价值挖掘,reduceexpenditure：enhancetheabilitytoundertakedigitalleads,digitalcommunication,potentialcustomerexpand,ownermarketing,dataclosedloop：throughthedevelopmentofdmp,realizethewechat,weibofansandofficialwebsiteaudiencetoachievethevisitoridentification,promotetheintentionlevelclassificationtoimproveefficiency;throughtheofficialwebsitebackgrounddevelopmenttointegrationwebsitegroupmanagement；2.realizationofintelligent：presentationintelligenceofwebsitescontent,theofficialwebsiteandcollectedplacementdatathroughthedatacentertoenterthecrmsystem;,constructionofdatamanagementcenterplatformtoimproveoperationalefficiency：asthecoreofcrm，unifiedleadscollection,analysis,distribution,undertake,andimplementationofleanoperation;optimizeandbuildanewdatamodel,tohelpleadsvaluemining：regulardatatrainingandreal-timeoptimizationthemodel,improvetheutilizationrateofleads；establishthedistributionmodel,improvethedistributionefficiency,andpromotethetransformationofleads;achieve2hourstodistribute,improvethenetworkelectricmarketingmanual,toenhancetheuserresponsespeed：establishe-businessandtheofficialwebsitedatabase,toachievedirectdistribution；strengthenthedealerstele-salestraining,check-upmotivationalmeasures，enhancetheundertakeabilityofdealers；strengthentheassessmentofregion，optimizeandstrengthensamplinginspectionoffollow-upleads,enhancedealersfollowupleadsquality：formationconventionalsamplinginspectionofdealersofleadsfollowupsituation，setupdealersfollowupin24hours；expandthemysteryofvisitorstostay，1batch/week，inspectionfollow-upqualityofnationaldealers,formationfeedback；developmentofdmsmobileterminal“salesbao”，enhancedleadsmanagement：toachievesynchronizationofmobiledmsdata，realizetherealtimefollowupofthedataleadsofthedealerssales,enrichtheoperationdata，developcustomerprecisionmarketingandenhancetheefficiencyofownervaluemining：basedoncrmownerbehaviordataanalysis,withthewayofemotionalcommunicationandexperienceupgrading，focusontheownerslifetimevaluemining,主动营销：由坐商变成行商，强化数字营销业务整合及网电销联动,潜客拓展,策划实施阶段性电商主题大事件行动在充分借势双十一、双十二等传统电商大事件的基础上，以双月为周期，策划实施阶段性电商主题行动,探索电商新模式以经典世嘉电商专供版为契机，探索电商新模式,营销事件联动，增强营销影响，提升数字线索kpi强化数字营销整合，品牌自有阵地，网电销和各类主题营销事件联动，增强营销影响，提升数字线索kpi,加强微信距阵管理及应用通过微信距阵管理及推广，提升经销商数字营销推广及客户沟通能力,数字传播,强化自有移动阵地内容创新及互动，增强用户粘性,注重原创内容的创作，提供更优质内容、更友好方式接触用户；,推广东风雪铁龙车主app，将车主服务应用更贴近用户需求，增强粘性；,activemarketing：turnshopkeepertopeddler,strengthentheintegrationofdigitalmarketinganddealersmarketing,potential