Correcting Data Assumptions for a Ride-Hailing Company

Overview

Examined marketing spend gaps in under-served suburban and rural areas in Malaysia.

The Challenge

The ride-hailing company marketing strategy was built on online data that painted an incomplete picture.

Our Approach

We deployed on-the-ground research across suburban and rural areas to capture realities that online data missed.

Key Results

• Examined marketing spend gaps
• Corrected key assumptions based on online-only data
• Revealed different realities on the ground
• Enabled more effective marketing spend allocation