One of the key advantages of the JustRide platform is the real-time data collected on ticket sales. Masabi collects data points every time a ticket is purchased, activated for use, and scanned by transit staff. This gives agencies insight into ticket sales volume, traffic between individual stations, and patterns in travel schedules.
This is a new domain for most operators. Before adopting JustRide, operators relied on basic ticket sales data to understand customers’ travel behavior, collecting data from physical gate ticketing systems weeks, sometimes months, after the passengers’ date of travel. But they would rarely analyze the data due to the age and limited scope. When they did, the analysis was limited to understanding total transaction volumes. In extreme instances, some operators simply relied on a staff member using a handheld ‘clicker’ to manually count passengers on a train or a station.
“Masabi is at the forefront of the shift away from the cost and hassle of issuing and handling physical ticket media,” explains Jonathan Hyde, Product Manager, Masabi, “During every transaction, JustRide captures data in real-time, on everything from ticket sales and validation, to customer service administration and ticket management. We want the operators to use this data to enhance the passenger travel experience and improve operations.”
The challenge for Hyde and the Masabi product management team is to present the data and subsequent reports to the transport providers. To provide value to operators, the reports had to be scalable, secure, and intuitive.
Flexible, secure reporting with Tableau Online
When looking for a business intelligence solution, Hyde says they “applied the same three criteria to every problem [they] solve in Product Management.”
Hyde explains, “First, any solution we choose has to be valuable. I knew from my previous experience at another company with Tableau visual analytics that the operators would love the flexibility and simplicity. Second, the solution has to be useable—and few software applications are as easy and intuitive as Tableau. And third, it needs to be feasible. Tableau Online, in particular, is quick and easy to deploy, and requires very little training. For all these reasons, we chose Tableau to support our analytics strategy for operators.”