Sandip DograSenior Analytics & Data Leader

Chapter 2

Analytics across the user journey

A marketplace has three kinds of users to understand: the partners who supply, the customers who demand and the cities where they meet. Map each as a journey, and every metric finds its place.

Partner lifecycle

Supply journey

How a driver or delivery partner moves from first contact to long-term, productive supply.

  1. Acquisition & onboarding

    • Acquisition programs
    • Lead management
    • Documentation
    • Training & onboarding
    • Activation
    • Agent performance monitoring

  2. Engagement

    • Login
    • Fulfilment
    • Fleet management
    • Recognition & rewards
    • Incentives & benefits
    • Gamification
    • Cohorts / preferred

  3. Communication & support

    • In-app comms
    • Contact centre
    • FAQs & chatbot
    • Walk-ins

  4. Experience

    • Utilisation
    • Earnings per hour
    • Tickets & FCR
    • Platform / app
    • Risk & SLAs × customer
    • Wellness programs

  5. Growth & retention

    • DAP / WAP / MAP
    • Order & GMV mix
    • Repeat / inactive
    • Reactivation
    • Churn & lapsed
    • Strategic supply
  6. FeedsInnovations & initiatives

Customer lifecycle

Customer × category = growth journey

How a customer discovers, books, experiences and returns to a category.

  1. Awareness & consideration

    • Traffic
    • View
    • Click
    • Intent
    • Persona

  2. Selection & booking

    • Selection
    • Price discovery
    • Coupons
    • Allotment
    • Waypoints
    • Payment

  3. Experience

    • Waiting / ETA / ATA
    • Allocation time
    • In-transit experience
    • VAS
    • Real-time tracking
    • Fulfilment
    • Billing / fare breaches
    • Payment options
    • CAPP / CAPI
    • Location search

  4. Post booking

    • Documentation
    • Invoicing
    • Feedback, rating, NPS
    • Post-delivery concerns
    • Support, tickets
    • Future promotions

  5. Growth & retention

    • Wallet share
    • Repeat
    • Reactivation
    • Churn & lapsed
    • Upselling / cross-selling
    • Landing page (CLP)
    • Personalisation & gamification
    • Monetisation
  6. FeedsStrategy

City lifecycle

City × category = P&L journey

How a city and category launch, get served, balance supply and demand, and become profitable.

  1. Launch

    • Planning & budgeting
    • Regulations & fulfilment
    • Performance monitoring: 7-15-30-60-90 days

  2. Categorisation & city-specific servicing

    • City dynamics: coupons, cashbacks, incentives, pricing and surge
    • Billing & taxation
    • Allocation & allotment
    • Location services: city boundary, zones

  3. Supply management

    • Supply shaping
    • Incentive design
    • Escalation management
    • Supply marketing

  4. Demand management

    • Pricing & surge
    • Campaigns & offers
    • Demand marketing
    • Demand shaping

  5. Growth & profitability

    • Category portfolio management
    • AOP tracks
    • Revenue retention
    • Cost control
  6. FeedsPrograms & process excellence

How to use a journey map

  1. Pick a stage where the business is losing value.
  2. Choose two or three metrics from that column, not all of them.
  3. Name the owner and the lever that metric should move (see business levers).

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