How real-time information enables behavior change Benefit...DIGITAL TECHNOLOGY ALGORITHMS...
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How real-time information enables behavior change
Transcript of How real-time information enables behavior change Benefit...DIGITAL TECHNOLOGY ALGORITHMS...
How real-time information enables behavior change
Overgeneralizing about cognitive biases:
“Laziness” getting informed has a cost
“Stickiness” the way we understand the world is historical
PSYCHOLOGY SALES
Awareness
Interest
Evaluation
Purchase
Cue
React
Evaluate
Act
Default / status quo / herd mentality
Show, don’t tell
Salience of rail vs. bus matters
Realtime information is persistent and salient
“Show, don’t tell”
Persuasive Technology
BJ Fogg, Stanford
“Facebook class”
Achieving change by cuing
Supporting Behavior Change
”Stages of change” model
New defaults established
Prevent relapse
Preventing relapses
Realtime information helps avoid missing your bus
Guaranteed Ride Home (app-enabled) and telework
USING REAL TIME INFORMATION AND MARKETING AUTOMATION TO PROVIDE PERSONALIZED COMMUTE ASSISTANCE
WHAT IS PERSONALIZED MARKETING AUTOMATION?
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DATA ANALYSIS
D IG ITAL TECH NOLOGY
ALG ORITH MS
IND IV IDUALIZED
REAL- T IME
CUSTOMER EX P ERIENCE P ERSONALIZATION
ONE - TO- ONE
PERSONALIZED MARKETING
Ease of Access to
Information
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Efficiency in Organization
Centralized/Organized
Outreach Data
Reporting/Data Analytics
PERSONALIZED MARKETING + TRAVEL BEHAVIOR CHANGE
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Mo
re P
erso
nalizatio
nMo
re A
uto
mat
ion
BACKGROUND
OneCommute is one of our partners that supports us with the technology to help drive better commuter decisions.
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Built using the Salesforce-Pardot platform
Data driven process
DATA, DATA, DATA
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PHONE INQUIRIES
SOCIAL MEDIA
EVENTS
WEB INQUIRIES
SURVEYSGUARANTEED RIDE HOME
RIDE MATCHING
COMPASS AT A GLANCE
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SURVEYS /
EVENTS / WEB
COMMUTER
PROFILE
GEO
LOCATION
SECRET SAUCE
ALGORITHMS
FUNNEL CREATION
DYNAMIC
LISTS
COMMUTER
JOURNEYS
REPORTING/
DASHBOARDS
COMMUTER JOURNEY – PREDICT THE TYPE OF JOURNEY FIT FOR EACH COMMUTER
COMMUTER PROFILES
Contact Info
Permissions
Commuter Preferences
Activity Tracking
What Updates The Commuter Profile
Surveys
Participants
Inbound Calls
Web Inquiries
Ride Matching
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2
4
5
3
One on One Emails
Commuter Journeys
Social Media
Website
Cookies
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2
4
5
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Marketing
Prospect
CRM - Data
Commuter
Profile
Marketing
Management
Platform (MMP)
Data
Management
Platform (DMP)
Customer Data Management Platform (CDP)
SURVEY MANAGEMENT
Platforms Used
SurveyGizmo (Survey Platform) Salesforce (Data Platform)
Extensive Logic For Tailored Survey Experience
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Funnel Selection
SurveyGizmo (Survey Platform)
ADVOCATE
Walk Bike Transit Carpool
Clean User Interface
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Registering for Events
CREATING DASHBOARDS AND VISIBILITY TO MAKING A DIFFERENCE
Reporting & Dashboards
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Marketing Automation Reporting
MARKETING AUTOMATION
Campaign templates
Preference center
Real-time big data
segmentation
Personalized communications
Drag-and-drop segmentation
Distributed sending
Content management
Content versioning
and workflow Shared
assets (content,
subscribers, data)
Real time information and behavior change
Intuit Commute Programs
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Consumers Small Businesses
Who we serve:
Our mission
Powering prosperity around the world
Self-Employed
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Who we are
Founded
8,500
Employees
50M
Customers
1993
IPO
6B
Revenue
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Locations
1983
BeBold
BePassionate
LearnFast
BeDecisive
WinTogether
DeliverAwesome
Integrity Without Compromise
We Care andGive Back
Our values:
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Intuit global locations:NA SA EU AS AU
17 locations in 8countries
BrazilSão Paulo
EuropeLondon, UKParis, France
AustraliaSydney
IndiaBangalore
IsraelTel Aviv
United StatesCalifornia:
Los AngelesMountain ViewSan DiegoSan Francisco
Fredericksburg, VAPlano/Dallas, TXReno, NVTucson, AZWashington, D.C.
CanadaEdmontonMississauga/Toronto
Updated November 2018
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Personalized Marketing
Transportation Coordinator
Public EV Chargers Global Ride Matching
Carshare
Vanpools
Intuit Mountain View Campus Transportation Demand Management Overview
Monthly Transit Benefit
Transportation Fair Mountain View Transportation Management
Association (TMA)
Commuter Bike Loan
GoPass(Free CalTrain)
Guaranteed Ride Home
MVgo Last Mile Shuttles
3rd Party Pilots
Bike Share Program
Open to Public Shuttles
Real Time Influences
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What does real time information look like?@Caltrain: #SB152 -46 mins late. #SB254 -25" #SB156 -10" @ HIL#NB257 -42" @ BEL#NB159 -5" @ PAL
Fr: ACE Tomorrow ACE will run a modified schedule. ACE 3 and ACE 5 will run in the morning. ACE 4 and ACE 6 will run in the evening.
A message from HARBOR BAY/SAN
FRANCISCO
Please be advised that the 6:35pm
Ferry Building departure to Harbor
Bay is delayed approx. 0 minutes.
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What does real time information look like?
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What does real time information look like?
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Real time driving normalizes transit alternatives
Transit subsidies-Impersonating the user
Carpool matching- can use for events
Lyft Dispatch- can track Guaranteed and Remedy Rides
Train and Ferry Tweets and Text messages alert riders to issues
Carshare extensions
Controlled access
Real time station health
Waitlist notifications allows better supply management
Notices when done charging
Notices when its your turn
Real time tracking means more trust in the system
Real time tracking means you can stay at your desk longer
Tweets and Text messages alert riders to issues
Real time rider info opens up direct communications with riders
Real time info assists with dispute resolution
How real time information affects behavior
OtherEV ChargingBuses and Shuttles
An informed rider is a more likely rider
For EVs- these mean more time at work and a lesser
capital investment
Better customer experience
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Tom Harrington
650 944 5624
Contact info
