Parking app
Increasing the effectiveness of mobile push notification
Understanding needs
A leading car parking app across Europe had two growing customer challenges:
- Converting customers beyond the initial registration and first use (high drop-out rate)
- Ensuring persistent users remain fully engaged (reducing churn)
Connecting data
Behavioural data was ingested into our systems – from three core markets. This connected all app interactions for each user (clickstream data), which amounted to terabytes of information to analyse.
Driving change
The analysis utilised data mining techniques to uncover behavioural patterns in vast amounts of data. Resulting in optimised customer engagement strategies, targeted at optimum times depending on the customer for specific segments. This delivered increased usage of the app and services supplied, reducing churn.
It continues to help keep customers loyal.
Unbelievable impact in a short space of time. Analytics across diverse data was an eye-opener, providing clear direction to take to the CEO
Craig Milligan
Global Head of Consumer Analytics & Insights | Decision Sciences, Diageo