Separate incremental consideration from traffic shifting between models and powertrains.
Sophus3 eDataXchange
Know whether your brand is winning
the right attention.
eDataXchange reveals what local analytics cannot show alone: changing demand, competitor momentum, journey quality and marketing efficiency.
Interactive product preview · All dashboard figures are illustrative sample data.
Independent market contextComparable across brandsBuilt for decisions
Market demand25.2m+8.4%
Brand digital share8.6%+0.6 pts
In-market visits+21%vs average
Efficiency index118+18 pts
Marketing efficiency indexCompetitor Average = 100
Focus brandCompetitor AverageIllustrative sample
One scorecard, eight decisions
Your analytics tell you what happened.
eDataXchange tells you what it means.
Each module answers a precise commercial question. Read together, they show whether performance is being shaped by market demand, competitive pressure, journey design or audience quality.
Business lenses
EV demandLaunch impactTraffic qualityMarketing efficiency
Questions markets can act on
Turn every launch, campaign and journey into a decision.
eDataXchange puts every local result against the market and the competitive norm, revealing the quality of demand, launch traffic and marketing efficiency.
Compare visits with configurator, stock, dealer and lead-form behaviour.
Measure behavioural quality alongside reach, bounce and dwell time.
Compare research depth, model journeys and high-intent actions across powertrains.
See share movement before it becomes obvious in registration data.
Benchmark the outcomes of media, content and journey design on a like-for-like basis.
Illustrative examples. Measures, competitor sets and reporting views can be tailored by brand and market.
The difference a benchmark makes
The same number can lead to a completely different decision.
Move beyond isolated brand reporting. See the local result, the market reality and the commercial implication together.
Your analytics
Model launch traffic +18%
A positive result when viewed on its own.
eDataXchange context
EV category +31%
The focus brand gained attention, but category demand grew faster.
Decision
Strengthen share capture, not simply traffic volume.
Focus the next launch phase on the propositions and journey steps where competitors are winning EV consideration.
Illustrative examples showing how market context changes interpretation.
01
Market digital performance
Did the campaign create demand, or simply follow it?
Four market-wide KPIs show how automotive customers behaved during the month. They establish the context before your own website is judged.
- What it reveals
- Whether the market is growing, how deeply people explore and whether visit quality is strengthening.
- Business question
- Did launch traffic outperform the total market after media weight and seasonality are considered?
Sample market
Month-on-monthDigital performance
Visits
Did media create incremental demand?
Total market visits provide the demand baseline. Compare your brand's movement with that baseline to separate campaign impact from seasonality or a market-wide lift.
Competitive pressure
Jul 2026New brand share
11.53%digital share
Month-on-month+4.0%
New entrants are capturing a larger share of online automotive attention.
02
New brand share
Which challenger brands are taking digital attention?
The scorecard tracks the combined digital market share of new entrant brands and how quickly it is changing.
- What it reveals
- How much online attention is moving towards challenger brands before the full effect appears in registration data.
- Business question
- Are new entrant brands growing their combined share of automotive website visits, and how quickly is that pressure changing?
03
Audience change
Is your brand gaining digital share as market demand changes?
The focus brand's total digital market share and total market visits are plotted across time. One shows relative brand attention, the other shows the size of the market audience.
- What it reveals
- Whether your brand is gaining or losing its share of automotive website visits as total market demand expands and contracts.
- Business question
- Did campaign activity lift the brand's digital share, or did traffic simply move with the wider market?
12-month view
Hover for detailAudience change
Focus-brand digital shareTotal market visits
Illustrative sample. Digital share uses the left axis; market visits use the right axis.
Share of total site traffic
Brand vs Competitor AverageSite-section visits
Focus brandCompetitor Average
Commercial reading
Model pages and the configurator over-index, while stock, offers and dealer content under-index. Each section is compared independently; this is not a sequential visitor-conversion view.
04
Site-section engagement
Which website sections over- or under-index?
The comparison shows the share of total brand traffic visiting each key site section alongside the competitor average. It does not follow individual visitors from one step to the next.
- What it reveals
- Which areas of the brand site attract a larger or smaller share of traffic than the competitive norm.
- Business question
- Should content, media or navigation do more to surface stock, offers or dealer information?
05
Lead performance
Which campaigns create actions, not simply visits?
Lead performance shows the share of website traffic that views each high-intent form and how that behaviour changes month to month.
- What it reveals
- Which actions are strengthening, even when total traffic or aggregate leads hide the shift.
- Business question
- Which model, audience and media combinations lift test-drive, quote and dealer-contact intent?
Form-view rate
Sample monthHigh-intent actions
Test drive
3.11%-13%
Request quote
2.33%+7%
Trade-in
1.08%+8%
Dealer contact
0.82%+4%
Newsletter
0.27%+54%
Signal
Test-drive interest softened, while every other measured action grew.
Behavioural depth
Focus brand vs averageAudience quality
Reactive
Brand 36%-12 pts
Invested
Brand 14%+4 pts
Engaged
Brand 11%+4 pts
In-market
Brand 9%+4 pts
Focus brandCompetitor Average
Traffic-quality reading
Fewer reactive visits and more invested, engaged and in-market sessions indicate a healthier audience mix than the competitor average.
06
Audience quality
Is paid traffic bringing people likely to buy?
Audience quality groups visits by behavioural depth, from quick reactive sessions to engaged and in-market journeys.
- What it reveals
- Whether traffic is superficial or progressing towards genuine vehicle consideration.
- Business question
- Are launch campaigns producing more engaged and in-market visits than the competitor average?
07
Brand performance
One competitive matrix. Several ways to win.
The ranking compares digital share, bounce rate, organic share, BEV visits and the Digital Performance Index. The focus-brand row is highlighted so strengths and gaps are visible immediately.
- Business question
- Where does your brand's visibility outperform its journey quality, EV interest or overall marketing efficiency?
Sample market
Competitive performance
5 rankings5 MoM changes
| Brand | Digital share | Bounce rate | Organic share | BEV visits | DPI | |||||
|---|---|---|---|---|---|---|---|---|---|---|
| Rank | MoM | Rank | MoM | Rank | MoM | Rank | MoM | Rank | MoM | |
 BMW | 1 | 0 | 44 | +1 | 3 | +2 | 3 | -1 | 22 | -3 |
| Focus brand | 2 | +1 | 40 | 0 | 27 | -4 | 15 | 0 | 5 | +2 |
 Toyota | 3 | -1 | 7 | -1 | 18 | -4 | 26 | -5 | 2 | +7 |
 Mercedes-Benz | 4 | 0 | 9 | 0 | 16 | -3 | 18 | -1 | 4 | -1 |
 Audi | 5 | +2 | 12 | +1 | 11 | -1 | 22 | -2 | 7 | -3 |
 Ford | 6 | 0 | 27 | -2 | 12 | +6 | 9 | +3 | 17 | -2 |
 Nissan | 7 | -2 | 51 | -1 | 37 | -1 | 29 | -3 | 24 | -6 |
 Kia | 8 | 0 | 24 | -3 | NR | NR | 8 | -2 | 8 | 0 |
 Tesla | 9 | +1 | 1 | +1 | NR | NR | 1 | 0 | 3 | -1 |
 Skoda | 10 | -1 | 6 | +4 | 33 | -4 | 19 | -3 | 6 | -1 |
 Vauxhall | 11 | +1 | 50 | +1 | 30 | -4 | 32 | -1 | 33 | -5 |
 Suzuki | 12 | +22 | 39 | +8 | 22 | +8 | 16 | +12 | 25 | +20 |
0 No rank movementNR Not ranked in this measure
Focus-brand reading
#2 for digital share and #5 for DPI. Strong visibility is translating into a competitive overall position, while bounce rank points to a journey-quality question worth investigating.
08
Brand trends
Did a product launch change competitive momentum?
Trend lines reveal how digital share changes across brands over time. Select brands to isolate the comparison that matters.
- What it reveals
- When a competitor starts gaining attention and whether a campaign, launch or market event changed the trajectory.
- Business question
- Did a product launch, powertrain story or brand campaign create a sustained share gain after the initial peak?
Digital market share
Jul 2025 - Jul 2026Brand trends
Illustrative sample based on the supplied scorecard layout.
The value of participation
A monthly benchmark that
becomes more valuable over time.
Consistent participation turns individual campaign results into a decision history: compare launches, recognise sustained changes and carry evidence into the next planning and budget cycle.
BenchmarkSee beyond your brand-owned analytics
LearnCompare campaigns and launches over time
ConnectUse scorecards, dashboards, data and API access
DecideTurn evidence into focused market action
Put the benchmark to work
See what eDataXchange could reveal for your brand.
Discuss your markets, competitor set and commercial questions with Sophus3. Explore the research behind the approach, or arrange a walkthrough tailored to your team.