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“UNKNOWN KNOWNS” How Data Helps Us Understand Customers In Cashless Tolling Systems IBTTA/TRB Joint Symposium on Managed Lanes & AET July 17, 2017 , Dallas, TX 1 Michael Catolico , Illinois Tollway, General Manager of Performance Measurement Sean Tihal, P.E., Jacobs Engineering Group Inc. , Senior Toll Program Manager

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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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Local Video Customers (Non-Rentals)

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Long-Distance Video Customers (Non-Rentals)

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Local And Long-Distance Video Customers (Non-Rentals)

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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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Optimizing Unpaid Toll Notice Amounts

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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 [email protected](718)755-5434

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Michael CatolicoIllinois [email protected](630)241-6800 x 2149

THANK YOU

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