Unifying Data for Smarter, Faster Decision-Making in Urban Transportation

Mobility Company

We developed a centralized data solution for a mobility company, enabling them to achieve greater agility and efficiency in strategic decision-making.

CHALLENGE

A public transport bus company for which we were conducting market research faced a problem that limited its ability to make quick and effective strategic decisions: information fragmentation.

Despite having valuable market research on the brand, drivers, users, routes, and more, the internal departments operated in isolation. Key information did not flow properly between areas within the company, creating inefficiencies in operations and a noticeable lack of coherence in the strategies implemented.

The research team provided detailed data to some departments, but there was no centralized platform to facilitate universal, organized access to this information. Key areas such as marketing and public relations were not aligned with the overall data strategy, resulting in campaigns disconnected from the actual needs of the business and its customers.

This lack of integration not only caused delays and wasted time as information had to be manually requested and redistributed, but it also led to a significant underutilization of resources invested in data collection. The slow and disjointed process hindered the agility needed to respond to the changing dynamics of the environment, from organizational to regulatory and market challenges.

APPROACH

Creating a solution that would allow quick, organized, and accessible information for all departments was essential to optimize operations. This would not only help reduce wasted time and effort but also make the company a more agile and efficient competitor. A centralized data system would enable each key area to access the information necessary to make well-informed strategic decisions, improve alignment between departments, and maximize the impact of campaigns and projects.
In a market where speed and deep analytical capabilities are competitive advantages, having accessible and versatile data would translate into the ability to innovate, adapt, and make informed decisions much faster than its competitors, securing its position in the industry.

RESULT

Given the constant need for accurate data to support decision-making, our solution process is clear and efficient. When the client requires information on a specific topic, we take charge of searching for, preparing, and organizing the relevant data. This involves sourcing information from reliable sources, such as INEGI or other government agencies, cleaning it, and structuring it to be both understandable and useful.

The outcome is that the processed data is published on a dashboard accessible to the entire team, allowing them to interact with the information and draw strategic conclusions based on multiple factors. This approach enables them to respond quickly to new challenges, such as estimating the volume of users for a type of transportation or route, or analyzing global trends, providing clarity to optimize costs and enhance operational efficiency.

All information is stored in a centralized database accessible to the entire team, improving workflow and facilitating faster, clearer, and well-informed decision-making.

OUTCOME

An example of this application: When tasked with analyzing user volume for the Bus Rapid Transit (BRT) system, our team quickly gathered and processed raw data from reliable sources, like INEGI, where we obtained raw information. This initial data required a cleaning and structuring process to make it understandable and actionable.

After cleaning and structuring the information, we published it on an accessible dashboard, enabling the team to interact with the data and make informed strategic decisions. They could, for example, assess how specific changes impacted metrics like cost per kilometer driven.

This approach not only provided clarity and understanding of usage patterns but also improved the flow of information within the organization.

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