Ride Hailing Services

Marketing Intelligence

Syndicate #5
1. Bayu Bagja Ferdian NIM 29122137
2. Dian Ekawati NIM 29122158
3. Ratih Siti Rachmawati NIM 29122148
4. Pandit Purnajuara NIM 29122187
Outline

1. Scope
2. Market Data
3. Methodologies
Scope

1. For this case, we focus on ride hailing services in Indonesia

2. Proposing methodologies to gather marketing intelligence and
insights.
Ride Hailing Market Data
Market Data Ride Hailing Users in Worldwide and Indonesia

Customer’s Influence Factors

Data taken from 2019

Methodology Details
Methodologies
1. Netnography: is a specific type of qualitative social media research. It adapts the methods of ethnography, is
understanding social interaction in contemporary digital communications contexts. You can think of netnography as a
particular set of actions for doing research within and about social media.
2. Customer Reviews: Collecting data from customer. I.e : Creating some promotions/discount/coupon/points to
someone to review products or services. The more you complete the review the more you get benefit.
3. Google Trend Analysis: Analyzing trends using Google’s sources understand insights, events or viral events
https://trends.google.com/trends/?geo=ID
4. Location Analysis: The way you collect the people’s mobility and activity data to identify the peak hour or busy area
to create the strategy of internal company. Via i.e Google Maps
5. Net Promoter Score (NPS) Survey: NPS measures the loyalty of customers to a company through in-app short
survey/questions. List of question provide such as :
- What is your reason select this service provider ? a) price ; b) access ; c) service ; d) behavior
6. User Gathering Event : Create an event to collect the customer data by giving them survey and filling their
biodata.
 Netnography
A specific type of qualitative social media research. It
adapts the methods of ethnography, is understanding
social interaction in contemporary digital
communications contexts. You can think of
netnography as a particular set of actions for doing
research within and about social media.

Output:

● Customer’s Qualitative Insights

● Customer’s Overall Characteristics
● Action Recommendations
Customer Reviews

Collecting data from customer. I.e : Creating

some promotions/ discount/ coupon/ points
to someone to review products or services.
The more you complete the review the more
you get benefit.

Output:

1. Customer’s preference (Qualitative Insight)

2. Action plan recommendation
 Google Trends

Analyzing trends using Google’s sources

understand insights, events or viral events
https://trends.google.com/trends/?geo=ID

Output:

1. Customer behaviour analysis

2. Sentiment analysis
3. Quantitative and situational current trend
Location Analysis

The way you collect the people’s

mobility and activity data to
identify the peak hour or busy
area to create the strategy of
internal company. Via i.e Google
Maps
 Output:

1. Ride Hailing Hourly trend

2. Busy location at certain time

Location Analysis Data - Busy Hour (Example)

 Net Promoter Score

NPS measures the loyalty of customers to a

company through in-app short
survey/questions. List of question provide such
as :

“What is your reason select this

service provider ? a) price ; b) access ;
c) service ; d) behavior”

Output:

1. Net Promoter Score

2. Customer Satisfaction Index
 User Gathering Event
- Create event gathering for ride hailing service for user , where service provider open booth with games, company profile to
attract customer, include promo. Add on music festival as sweetener attractive.
- As organizer, audience register to enter the venue by google form fill up. Include survey to collect data WA number, email,
frequency of using ride hailing, ages, activity, gender
- As participant of event, ride hailing service will receive some data for their market analysis

Output:

1. User’s profiling data

2. User’s testimony
3. Discover market insight