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“UNKNOWN KNOWNS”How Data Helps Us Understand Customers In
Cashless Tolling SystemsIBTTA/TRB Joint Symposium on Managed Lanes & AET
July 17, 2017, Dallas, TX
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Michael Catolico, Illinois Tollway, General Manager of Performance MeasurementSean Tihal, P.E., Jacobs Engineering Group Inc., Senior Toll Program Manager
We Have A Lot Of Data
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• 725 million by transponder (78 percent)• 85 million by registered plate (9 percent)• 66 million by cash (7 percent)• 18 million pay online (2 percent)• 37 million invoiced or unpursued (4 percent)
932 million annual toll
transactions
We Have Lots Of Questions
Data
Questions
StrategyTactics
Measure
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• Who are our cashless customers?
• How do they behave?• Can we change their
behavior?• What are the financial
consequences?
Our Customer Segments
“Known Knowns”
“Unknown Unknowns”
“Unknown Knowns”
“Known Unknowns”
Registered or interoperable customers
(least expensive)
Unpursued or unidentifiable customers(difficult to change)
Unregistered customers that pay cash or are sent a notice to pay(most expensive)
Unregistered customers that pay online and/or
registered customers of a non-interoperable entity
(potential to convert)
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What Our Data Shows
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01,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,000
70.0%
75.0%
80.0%
85.0%
90.0%
% TAG PENETRATION % V-TOLL TAGS SOLD
0.0%2.0%4.0%6.0%8.0%
10.0%12.0%14.0%16.0%
20092010201120122013201420152016
% CASH % OTHER
“Known Knowns” “Unknown Knowns”/“Known Unknowns”
Changing Approaches
• Enhanced tag marketing – will eventually reach tag penetration plateau
• No information needed on cash customers
Promote transponders (traditional approach)
• Not cost-efficient to issue transponders to infrequent toll road users
• Collect information on non-transponder customers (registered plate, mailing address, frequency of travel)
Use data to understand customers (cashless
approach)
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Continuous Improvements
ANPR Cameras
Pay Online Signage
Unpaid Toll License
Plate Search Online
Optimizing Unpaid Toll
Notices
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Concluding Thoughts
Try to convert “unknown known” customers to “known known” customers (though not necessarily with our transponders)
Customer preferences are evolving and so should the payment choices we offer (more self-service options are needed)
How much do we really know about our customers? The more data we look at, the more questions we have…
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Contact Information
Sean Tihal, P.E.Jacobs Engineering Group Inc.sean.tihal@jacobs.com(718)755-5434
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Michael CatolicoIllinois Tollwaymichael.catolico@getipass.com(630)241-6800 x 2149
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