Marketing Analysis for a Scooter Sharing Service in Milan part 1
In October 2019 a professor in Politecnico di Milano, as a part of Multi-Channel Customer Strategy, conveyed a survey among the master students. The survey was about shared mobility in general, and if they would like to use an arbitrary Scooter Sharing Service in Milano (with a given pricing plan). So, being part of it we were requested to do extensive research on shared mobilities all over Europe and analyze the survey results with the perspective of delivering a digital marketing strategy.
Unfortunately, due to privacy concerns, I can’t share the raw data of the survey, but in our comprehensive analysis, you can find all the necessary information.
So what is the purpose of this data analysis?
The purpose is to analyze the questionnaire results to understand
- Potential customer segments
- Their willingnesses to pay
- The best segment to target for marketing
- and the best pricing & billing method to maximize profit.
We have considered diversified factors to understand the behavior of potential users. Some of them cared more about the availability of shared mobility, while others were more focused on the price. We have seen the importance of age, gender, living situation, and many other factors when they’re deciding to use the service or not.
Check out the link below to read more and download the detailed presentation.