GEOTARGETING/LOCALIZED MARKETING:
Easy Taxi, in partnership with Kenshoo
Aspiring to rapidly boost its growth in the competitive taxi-booking sector, e-hailing app Easy Taxi saw the growing penetration of smartphones as a strategic opportunity. Seeking a one-stop marketing solution, Easy Taxi turned to Kenshoo, aiming to not only effectively acquire new users, but also to keep them engaged through passenger-centric campaigns and product updates.
The Easy Taxi app connects passengers and a fleet of 400,000 drivers in 420 cities in 30+ countries worldwide. It’s available for Android, iOS, Windows Phone, and BlackBerry devices, as well as for business clients through Easy Taxi PRO and Easy Taxi Corporate solutions.
Easy Taxi sought a way to set-up, control, optimize and analyze all of its advertising efforts to make the most of time and budget investments. There were several challenges. It had to combine multiple targeting options, geographical areas, creative treatments and operating systems. And, tracking, stacking and slicing-and-dicing of big data for a global overview of all marketing campaigns was imperative.
Various functions of the Kenshoo Infinity Suite were utilized. The Personas and Create Similar features helped Easy Taxi reach, establish and expand relationships with important audiences by incorporating intent into audience targeting and retargeting. This aided in activating cross-channel data to bid more effectively, and discover new audiences based on traits and profiles of top customers. A global view of performance metrics was created using Kenshoo’s Analysis Grid and customized key performance indicators for specific marketing objectives were created using the Custom Metrics option. Advanced automation and optimization features enabled Easy Taxi to respond quickly to local budget and creative requests by making bulk edits and streamlining reporting to increase overall efficiency.
As a result of these initiatives, Easy Taxi was able to successfully scale performance marketing and decrease the cost of paid media customer acquisition by 20-30%. App engagement was increased by 25% and the time previously required for reporting and operational activities was reduced by over 68%.