This project analyzed WMATA’s farecard data over the past four years and created customer segments based on common characteristics that influence ridership patterns. WMATA sought to better understand its customers and how certain groups of customers would react to fare changes.
Our team organized and analyzed demographic data that could be associated with each customer from various sources, including the American Community Survey (ACS), bus and rail surveys, and customer service surveys. We also led the creation of interactive dashboards to explore the data longitudinally, which included segment ridership, churn, and records of external and internal events that could influence ridership.
Using this information, WMATA will be able to measure the impacts of future fare and service changes on their various types of customers. The client won the “People’s Choice” award at the Transportation Research Board’s Transit Data Challenge workshop.
Solutions and Outcomes
- Produce a customer segmentation model of 21 market segments based on a variety of demographic characteristics.
- Develop the ability for the client to address challenges such as different levels of fare sensitivity across rail and bus modes.
- Create a detailed dashboard showing segment ridership and segment churn over time.