Sydney, Australia, is one of the first cities to have access to the data; Uber Movement will be gradually rolled out from there. To protect rider and driver privacy, Uber’s data is anonymous and aggregated so that no identifiable information is available.
Uber has been actively promoting the data platform as a tool for city planners to make their urban centers more efficient.
Traffic data can also be a beneficial tool for any marketer attempting to motivate a consumer to visit their storefront, event or product. Indeed, traffic data delivers a new opportunity for marketers to leverage geographic information as consumer engagement tools.
General Motors capitalized on this idea by embedding OnStar Business Driver, an in-vehicle dashboard, into the majority of vehicles in its 2017 fleet. Since each car comes with Wifi connectivity, OnStar Business Driver can offer drivers promotions for nearby retail locations and then driving directions on how to get there.
The Detroit Pistons have integrated the Google Maps API into their “Gameday Guide,” an interactive email sent prior to every home game that includes real-time traffic information to help guide fans to the basketball game at The Palace of Auburn Hills.
The Pistons have also partnered with marketing technology company Movable Ink to make each email dynamic so email content populates at the moment it opens, as opposed to when it is sent. The game-day email campaign boosted click-through rates 18%, increased subscriber engagement time by 45%, and raised mobile engagement by 49%.
A 2015 study by Movable Ink also shows that emails with maps increased click through rates by 66% when compared to emails without maps.