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How many times? –A study of the frequency and recency

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Mark Richard, Christopher Zito, Darryn Paterson

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How many times? –A study of the frequency and recency

  1. 1. HOW MANY TIMES ? A STUDY OF FREQUENCY AND RECENCY MARK RICHARD CHRISTOPHER ZITO DARRYN PATERSON JULY 2016
  2. 2. UNIQUE DATA HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 2
  3. 3. EXTRACTING VALUE FROM THE DATA HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 3 • Gantries accurately count and identify every vehicle travelling Identity Data • Analysis of identified vehicles over an extended time period for recurrent travel Frequency & Recency • Understanding of customers usage, travel patterns, and trends over time Insights
  4. 4. TRIPS MADE IN A YEAR HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 4 1-20 21- 40 41- 60 61- 80 81- 100 101- 120 121- 140 141- 160 161- 180 181- 200 201- 220 221- 240 241- 260 261- 280 281- 300 301- 320 321- 340 341- 360 361- 380 381- 400 400+ % Veh 73.2 10.8 4.8% 2.7% 1.8% 1.2% 0.9% 0.7% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% %ofvehicles Trips made in a year 73.2% 13.4% 14.2% 6.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 1 - 20 % Veh Drill-down of 1–20 trips bucket… 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
  5. 5. COMPARING VARIOUS AUSTRALIAN ASSETS HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 5 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 1 2 - 20 21 - 400 400+ %ofvehicles Trips made in a year Min Range Average Max Range
  6. 6. DIFFERENT TYPES OF VEHICLES HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 6 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26-50 51-100 101-200 201-300 301-400 >400 Motorcycles 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26-50 51-100 101-200 201-300 301-400 >400 Cars 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26-50 51-100 101-200 201-300 301-400 >400 Light Commercial 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26-50 51-100 101-200 201-300 301-400 >400 Heavy Commercial
  7. 7. ANNUAL CHANGE IN TRIP FREQUENCY HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 7 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% %ofvehicles Yearly change in trip volume per vehicle
  8. 8. RECENCY OF TRAVEL HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 8 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 >30 # days since last seen Recency of Travel - Entire Asset % of veh
  9. 9. RECENCY AT ANY SPECIFIC POINT ON ASSET HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 >30 # days since last seen Recency of Travel - Various Points Typ Min Average Typ Max Entire Asset
  10. 10. PRACTICAL APPLICATIONS HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 10 Slide incomplete Targeted Communications Customer Segmentation
  11. 11. CONCLUSION HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY 11 “The analysis shows that there are a significant proportion of users on the motorways who would be considered infrequent users. This infrequent use of the motorway network means that driver familiarity with the road (and particularly if there are any changes or roadworks) may not be as high as expected.”

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