Chapter 3
Analytics is not one team or one report. It is six areas, each with its own objective, its own drivers and its own questions. Knowing the area tells you what good looks like.
Objective. Analyse product performance and user engagement to make the product more effective.
Data from the driver-facing app, to improve functionality and driver performance.
Insight into customer behaviour, preferences and trends, for better products and services.
Objective. Use data to understand and steer supply operations.
Supply strategies and driver performance, aligned to business goals and operating efficiency.
Shaping the size and mix of supply so it matches demand.
Evaluating and improving how drivers are retained.
Objective. Optimise how revenue is generated and how cost is controlled.
Data to set pricing and discount strategy.
Billing and invoicing data, for efficiency and accuracy.
Tracking and driving the initiatives that deliver the Annual Operating Plan and improve profitability.
Objective. Collect, analyse and interpret data on acquisition, retention and engagement to grow the user base.
Which customers are acquired, kept and engaged, and at what return.
Managing a range of categories for strategic growth.
Strategies to keep and increase revenue.
Initiate, track, monitor and suggest improvements for new city and category launches.
Adapting configurations to conditions in a city, running the change management and measuring the impact.
Gathering and analysing competitor data to make informed decisions.
Objective. Use data to improve how orders get fulfilled.
How well drivers are utilised.
Monitoring and assessing how available drivers are to customers.
Optimising allocation of vehicles or routes to raise efficiency, cut cost and improve service quality.
Location-based data, to improve offerings and customer experience.
Objective. Assess and reduce risk across the organisation.
Cancellation trends and customer feedback, to improve service.
Detecting and preventing fraudulent and abusive behaviour.
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