Minicabster, a London-based cab company, realized that the campaign interaction data provided by their advertising, email, and social media platforms wasn’t enough to personalize their messages to each user. Instead, they wanted to incorporate data about how riders interacted with their app and website into these campaigns.
To execute on this strategy, they implemented Segment to collect and route their customer behavioral data to third-party tools including Lytics, an audience segmentation application. By creating behavior-based user segments in Lytics for targeted marketing, Minicabster was able to increase bookings by 83 percent.
Breaking Free of Silos
Minicabster was founded in 2011 as a way for tech-savvy Londoners to request and book taxi cabs. In a fiercely competitive taxi market, Minicabster stays ahead of the competition with multi-channel marketing: they use a mobile app and e-commerce site for bookings, email and push notifications for communication, and social media for advertising and retargeting.
However, each tool has limitations in the types of user activity they capture and can use for targeted campaigns. Minicabster needed a way to aggregate all of their customer’s activity data, so they could make marketing decisions based on a comprehensive profile of their customers.
Today, Minicabster uses Segment to collect all of its customer behavioral data and send it off to tools such as Google Analytics, Mixpanel, and Lytics. With their data streaming in from Segment, Minicabster uses Lytics to discover niches of their audience that display similar behavior and target those segments through other marketing channels.
Before, they targeted email campaigns purely based email behavior. For example, Minicabster would send “loyalty” campaigns to customers who had opened more than four emails rather than focusing on actual riding activity. Now, they use a combination of cross-channel behaviors to define their targeted segment and to reach the appropriate audience. Instead of targeting customers who open emails, Minicabster uses data about customer purchases, web site visits, and mobile app usage to create segments for marketing.
Doubling Down on Inactive Users
The first group Minicabster wanted to target was inactive users. Using Lytics, Minicabster found a segment of loyal customers who had taken more than 10 rides, but hadn’t engaged with the brand in over a month.
With information about who churned, Minicabster focused their campaigns on getting those customers back in cabs. They used Lytics to export this segment out to marketing channels where they could reach these customers.
They pushed the segment of users into Facebook and targeted their inactive customers in a re-engagement ad campaign.
To expand the impact of their campaign, they also pushed this segment into MailChimp, where they coordinated a win-back email campaign for the same group of inactive customers.
Instead of investing time and effort on net-new customer acquisition, Minicabster focused on getting the most out of the customer data they already had. Using Segment and Lytics enabled them to target specific groups of customers with relevant messages across multiple channels.
This new approach to data-driven, personalized marketing dropped Minicabster’s average cost of acquisition from $17.84 to $2.59 (converted from British Pounds).
“Within a few days, we integrated customer data using Segment and launched a targeted re-engagement campaign through Lytics which resulted in an 83% increase in the number of cab bookings on Facebook alone.” — Luiz Albuquerque, Minicabster Digital Marketing
To learn more about Segment + Lytics, check out our docs!