Acquity Group and Day Software present

A DIGITAL TRANSFORMATION: HOW METRA EVOLVED ITS ONLINE PRESENCE

Who is Acquity Group? Acquity Group is the world’s leading multi-channel commerce and digital marketing company, creating award-winning digital experiences for global brands. Our multi-disciplinary approach creates brand-unique experiences that build unbreakable customer relationships.

»  A provider of end-to-end digital strategy, design and technology solutions since 2001

»  Headquartered in Chicago with regional offices throughout the US; supporting clients on a global scale

»  Privately held and profitable since opening our doors

»  A trusted partner to more than 475 clients on thousands of projects

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Agenda »  Who is Metra

»  Metra’s Change Agent

»  Program Goals

»  100 Days – Concept to Completion

»  Measuring Success & Next Steps

Who is Metra? Metra oversees all commuter rail operations in the 3,700 square mile Northeastern Illinois region. The Metra system is comprised of 11 separate lines radiating out from Chicago’s Loop, and serves more than 100 communities at 240 rail stations.

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702 Trains each weekday

322,100 Weekday passengers

85,039,600 Annual passenger trips

Original Site from 1994

…change was needed

Drivers for Change

Site Assessment Yes No Scalable

Able to change content

Dynamic system schedule

Personalization

Rider alerts

Commerce

Last Updated in 1994

Four Program Goals – Supported by Day

Reasons for using Day CQ5:

Easy to use for non-technical authors

Scale: Handle burst traffic

Deliver to multiple channels

Manage multiple web sites

Rich, flexible APIs for integration

GOAL #1: Provide timely and accurate information to Metra Riders, Business Partners and the general public.

INFORM

Multi-Channel Publishing for Rider Alerts

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Inform

*SMS integration not yet deployed

Mobile & SMS*

Email Messages

Civic Crisis Event

Civic Crisis Events are major events that impact the population at large

»  All registered users receive the alert across all channels

»  Web site is taken over, crisis information is displayed on all pages

»  Information entered once

»  Crisis procedures are the same as the daily advisory procedures

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Inform

GOAL #2: Easy to update schedule information

Schedule

Schedule Updating in Day Schedule data stored in data templates for each train number

»  Metra’s scheduling system didn’t meet the needs of the Web Site

»  By using Day Metra can edit: »  Days of the week train runs

»  Train Number

»  Bikes per train

»  Stop times and stations

»  Stop Sequence

»  Stop info

Schedule

Schedule Updating in Day »  Why Day?

»  Data is distributed across multiple legacy systems

»  Content Architecture

»  Ease of Use

»  Easy content authoring »  Scale – caching maps and schedules

»  Easy to add seasonal and holiday updates

Schedule

GOAL #3: Increase On-line Ticket Sales

Sell

Integrated eCommerce Architecture Day CQ5

»  Drives the presentation tier

»  Manages the creation and distribution of information across all channels

»  Ticket zone information is part of the schedule

»  Leverages account data in Blue Martini for personalizing content

Blue Martini (My Metra) »  Holds user account information and personalization

»  Handles “shopping cart” functionality »  Holds SKU information

Why Day?

Flexible runtimes for easy integration

Sell

Purchasing Tickets and Pricing Metra has only 29 SKUs but they have 11 lines servicing over 160 stations with over 700 trains per day making thousands of daily stops.

»  Determining what train to take can be a challenge. CQ5 is used to manage schedule data and display this complex information helping the 82 million annual riders find the right schedule.

»  Blue Martini is the system of record for pricing information.

Sell

GOAL #4: Personalization options

Personalize

Personalization

Metra users have the ability to create personalized schedule, recurring ticket orders and alerting through the use of the My Metra account

From mobile devices, the site is personalized based on your location to show the nearest station and next departure times

Personalize

My Metra My Metra Ties Together:

»  CQ5, Blue Martini, Exact Target, email and Mobile.

This is accomplished by extending user account functionality and allows users to manage:

»  Account

»  Personalization

»  Email Distribution Management

»  Subscription Purchase Management

Personalize

Exact Target Integration »  Exact target provides secure and compliant email distribution.

»  When an alert is created it is pushed out to subscribed users via Exact Target

Personalize

Twitter Integration All eleven Metra lines have Twitter accounts. When alerts are created for line the alerts are pushed out to Twitter.

Personalize

Personalized Web Experience »  Users create custom schedules in their My Metra accounts.

»  Personalized schedules are displayed on the Home Page

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Personalize

Concept to Completion in 100 days.

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MEASURING SUCCESS: NEXT STEPS

Summary: Why Day Software for Metrarail.com »  Multi-channel Delivery: Email, Social Media & Mobile

»  Personalization

»  eCommerce Integration

»  Real-time notification integration across multiple web experiences

»  Speed to Market: Site launched in 100 DAYS

My Metra - Post Launch Reality »  99.9995% Uptime

»  My Metra – 25% of regular riders have My Metra accounts.

»  Advisories and Alerts are currently used to communicate service delays, holiday schedule changes, severe weather warnings and special services.

»  Average email volume 60,000 per month.

»  The platform has been extended to business partners and vendors

My Metra for Business Personalized B2B and Partner Content

»  My Metra functionality has been extended to business partners allowing partners to access, download and monitor IFB and RFP opportunities.

»  Alerts are sent to registered users when new opportunities are posted and current opportunities are modified or awarded.

Benefits and Return

Increase in website activity 40,000 unique visitors per day

Peak site traffic 80,000 unique visitors per day

Improved web channel satisfaction 200% increase in online ticketing

Ability to communicate quickly 60,000 alerts per month

»  Improved rider-satisfaction and new rider-satisfaction »  Positive response from the riders and press

»  Reduced cost of administering the purchasing process

»  Improved purchasing visibility

Advertising – MyMetra, Mobile, Web, Email

Metra recognizes that the digital channel offers opportunities to generate revenues

»  Personalized and Targeted advertising

»  Mobile coupons and promotions

»  Location based advertising

Text: “ACQUITY” to: 28490

THANK YOU! QUESTIONS?