BIXI : ACQUISITION CAMPAIGN 2022 SEASON
BIXI
BIXI Montréal is a non-profit organization created in 2014 by the city of Montreal to manage its bike-sharing system. Today, with almost 800 stations in the Greater Montreal area, BIXI is a great way to zip around the city.
As part of its 2022 annual acquisition campaign, BIXI mandated Click & Mortar on two fronts: data science and digital performance.
Our objective was to create a data centralization structure to link marketing attribution to a BIXI account ID and implement a custom attribution model to adequately represent the causes behind conversions in our Meta and newsletter acquisition campaigns.
“It’s a pleasure for BIXI to work with the Click team. With them, we’ve succeeded in pushing our digital strategies and our analyses further. The projects carried out with the various specialized Click teams have certainly contributed to our success and growth in recent seasons!”
- Pierre-Luc Marier
Integrated Marketing, Communications, and Public Affairs Director
01
Challenges
Improve BIXI’s user recognition to provide better visibility of the overall customer journey in order to exceed the previous year’s results in terms of application downloads and subscription purchases.
02
Solution
We created a centralized data structure that allowed us to put in place a conversion attribution model. We also developed a predictive churn model based on buying behaviour data, with the goal of automating retargeting. On the performance side, we defined and put in place a client acquisition system that covered all of BIXI’s marketing initiatives, at every level of the funnel, through a behavioural strategy.
03
Results
Thanks to the new attribution model, the user recognition rate increased by 60% while the attribution results gave more weight to the “top of the funnel”, compared to classic modelling. As a result, it has allowed us to retarget more precisely in our digital performance campaigns.
An Interdepartmental
Effort
The BIXI project is an excellent example of interdepartmental cooperation within Click & Mortar. The effort from our data and digital performance teams have made 2022 another record year for BIXI with nearly 9 million trips! This goes to show that when our different fields of expertise come together, that’s when the magic happens.
