SCALEup with FREE NOW: How to Use Data to Surge Through Difficult Times
In just two short years, FREE NOW, Europe’s mobility super app, has gone through a merger, rebrand, and expanded to 16 markets. All the more impressive when you throw in a pandemic and sweeping privacy & tracking changes! Their secret? The company’s use of data has helped FREE NOW speed ahead of its competitors to become Europe’s leading mobility app.
Our SCALEup webinar saw us talk to Dr. Tim Wiegels, Vice President Data at FREE NOW. Find out all about how FREE NOW has overcome the challenges of iOS 14 and surged ahead of the crowd. As Tim said in our webinar, the days of FREE NOW being just a ride-hailing app are long gone — and becoming a multi-mobility platform has given them access to much more data. Data nerds, get ready for this!
Here are some of our key takeaways:
1. The days of FREE NOW being just a ride-hailing app are long gone — and becoming a multi-mobility platform has given them access to much more data.
2. FREE NOW uses this data in order to decide on whether a customer gets incentives or not. For example: if it’s clear a customer will never order a ride, then they will receive no incentives or offers.
3. FREE NOW looks very closely at the customer’s favourite service types and tailors this to what they need and want. If you use scooters a lot, then you’ll likely receive notifications tailored to scooters.
4. When iOS 14 came in, it was much more difficult to analyse user level data. How did FREE NOW respond? They went one level up on the campaign level, particularly focusing on brand marketing.
Looking for advice on how to use data to amplify your marketing strategy? Get in touch to learn more: hello@dcmn.com
