How Via uses Radar Geofences to reduce rider wait time
Learn how the Growth Team at Via uses Radar geofences and mParticle to improve the user experience and wait time by homing in on user location.
At Via, an on-demand ride-sharing app based in NYC, our Growth Team relies heavily on location data to enhance experiences for our riders and drivers, while also improving system efficiency.
One of our most recent growth initiatives at Via was to understand where and when people are booking rides. We wanted to use this information to potentially reduce the wait time for riders by ensuring drivers are in high-demand places at the right time.
We use mParticle to collect behavioral app event data, such as time and location, from our iOS and Android apps and connect it to 7 different services. Radar – our location provider – directly integrates with mParticle, allowing us to instantly stream location data points to and from Radar without having to install an additional SDK, or waste our engineering team’s time building a custom integration.
In order to identify high-demand places and times, we needed to capture event data from our iOS and Android apps, turn that data into meaningful locations and send it to Redshift. This sort of data flow would have taken our engineers and data scientists months to build, stealing valuable time away from actually improving the app. Luckily, with mParticle we were able to connect our data in a matter of minutes, leaving our team to focus on the task at hand: improving the user experience.
Here’s a quick look into how our process works with mParticle and Radar:
- User calls for a ride;
- A superset of events, including location data (e.g. longitude/latitude coordinates) are captured using the mParticle SDK;
- Data is sent in real-time from the mParticle platform to Radar;
- Radar adds location context using features such as Geofences, which determine when a user is in a certain area, such as an airport, and Insights, used to exclude users from receiving an irrelevant promotion;
- The data is automatically fed back to the mParticle platform in real-time using mParticle Feeds.
- Within the mParticle Platform, enriched data is instantly connected from Radar to Redshift for further analysis
All we had to do was set up the connections with a few clicks, then sit back and watch the data stream.
The best part about using mParticle to integrate all our customer data is that we can combine location intelligence data from Radar with other data, such as user attributes, time and preferences, directly within Redshift. In this way, we can perform analysis on a unified set of data to understand where and when users are booking rides. For example, we discovered that riders often start the booking process a few minutes before they are actually ready to leave. From this insight, we developed our “Second Proposal” which provides an immediate option and another that would arrive a few minutes later.
In the near future, we have plans to roll out even more location data-driven marketing programs, such as real-time push notifications. We’re confident mParticle has us covered.
Latest from mParticle
mParticle Linting: Real-time event feedback for a cleaner data pipeline
mParticle Linting enables you to statistically analyze code against your data plan as you develop, making it easier to adhere to your company’s data plan and ensure that high-quality data is logged to your mParticle data workspace.
Between two firms: Featuring Hull and mParticle, moderated by the CDP Institute
If you've ever wondered about CDPs and the role they play in both B2B and B2C industries, now is your chance to hear it straight from the source! Join Michael Katz (CEO and Co-founder of mParticle), Romain Dardour (CEO and Co-founder of Hull), and David Raab (Founder of the CDP Institute) on 8 July at 11:30am PT/ 2:30pm ET/ 7:30pm BST for a chat between two of the leading CDP firms.
Tech for Black Founders
Today, only 1% of founders backed by venture capital in the United States are Black. This is appalling and shows how the odds are stacked against Black technologists and entrepreneurs. The onus is on us in the tech community to start evening the odds. In an effort to provide concrete, long-lasting support, Amplitude, Branch, Braze, Radar, and mParticle are coming together to make our software completely free to U.S.-based, early-stage startups led by Black founders.
The Customer Data Platform Comparison Tool
Selecting the right Customer Data Platform for your team is an important decision, but your evaluation doesn’t have to be a complex process. Use this comparison tool to prioritize the platform features that are most important to you and track how different vendors compare.