Case Studies > Infrastructure > United Bridge Partners
Driving the Future of Toll Roads: United Bridge Partners Case Study
Optimizing Commuter Behaviors and Boosting Toll Road Adoption Through Data-Driven Insights
Highlights
Bullseye Technology
Deployed to identify commuter behaviors and report on traffic patterns.
Geoframing
Enabled the tracking of alternate route users during significant traffic disruptions.
Mobile Device Tracking
Used to match commuters with toll discount offers and encourage toll road adoption.
Data-Driven Marketing
Delivered precise demographic insights to target and engage commuters effectively.
about
United Bridge Partners (UBP) is committed to providing and operating transportation solutions across the United States. With a network of bridges nationwide, UBP faced the challenge of understanding and optimizing traffic and tolling behaviors to enhance commuter experience and revenue generation.
Challenge
UBP engaged RMG for two distinct projects:
- Cline Bridge (Chicago/Indiana): UBP aimed to understand the percentage of commuters exiting instead of paying a toll and uncover the behavior patterns of these users.
- Hampton Roads, VA: The closure of a state-financed tunnel prompted drivers to seek alternate routes. UBP needed to identify new road users and incentivize them to purchase discounted toll passes, encouraging continued usage of UBP’s toll roads.
strategy
Cline Bridge:
- Utilized mobile device matching to identify commuters choosing alternate routes.
- Offered toll discounts to encourage these users to opt for the toll road, emphasizing a shorter and more efficient commute.
Hampton Roads, VA:
- Implemented geoframing to analyze travel patterns during the tunnel closure.
- Conducted a six-month lookback to identify new road users and understand their preferences.
- Designed targeted strategies to incentivize toll pass purchases through discounts.
solution
Cline Bridge:
- RMG delivered a precise demographic analysis of commuters opting for alternate routes. The initiative successfully drove website traffic and captured user email addresses, providing actionable insights for UBP’s engagement efforts.
Hampton Roads, VA:
- By leveraging Bullseye and geoframing, RMG identified new road users and tailored discount offers to promote toll pass adoption. The strategy ensured long-term behavioral shifts, driving sustained toll road usage.
results
Cline Bridge:
- Identified and analyzed commuter behavior at toll entry and exit points.
- Successfully matched mobile devices and facilitated targeted toll discount offers.
- Overwhelming success in generating web traffic and actionable leads for UBP’s marketing team.
Hampton Roads, VA:
- Mapped alternate route users during the tunnel closure with geoframing.
- Delivered a comprehensive report on user behaviors and preferences using a six-month historical analysis.
- Effectively incentivized new road users to adopt toll road usage with discounted passes.
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