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A DIGITAL TRANSFORMATION: HOW METRA EVOLVED ITS ONLINE PRESENCE

Acquity Group and Day Software present:

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Day’s Vision for Customer Experiences

»  WCM vision focused on customer experience

»  Modular ECM platform interoperates with Day and 3rd party apps

WCM Digital Asset Management

ECM Platform (Search, BPM, Content)

Customer Experience Management!

Transactional Systems (ERP, CRM, ECM, PLM, Banking Systems.)!

CUSTOMERS!

Social Collaboration

Targeting & Optimization

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Who is Day Software?

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•  Tested – In operation since 1993 and used in hundreds of production environments •  Entrusted – Day’s list of 250+ customers includes top brands of the world •  Dependable – Publicly-traded, profitable and operating on a debt-free balance sheet •  Global – Headquarters in Boston and Basel, locations worldwide •  Innovative – CTO David Nuescheler drove JCR specs and Chief Scientist Roy Fielding created Apache and co-founded Apache Software, led REST development

Who is Acquity Group?

We are transforming the services marketplace by helping organizations realize the potential of their business online.

»  A provider of end-to-end digital strategy, design and technology solutions since 2001

»  Headquartered in Chicago with regional offices throughout the US; supporting clients on a global scale

»  Privately held and profitable since opening our doors

»  A trusted partner to more than 475 clients on thousands of projects

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Agenda »  Who is Metra

»  Metra’s Change Agent

»  Program Goals

»  Measuring Success & Next Steps

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Who is Metra?

Metra oversees all commuter rail operations in the 3,700 square mile Northeastern Illinois region. The Metra system is comprised of 11 separate lines radiating out from Chicago’s Loop, and serves more than 100 communities at 240 rail stations.

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702 Trains each weekday

322,100 Weekday passengers

85,039,600 Annual passenger trips

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Original Site from 1994

…change was needed

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Drivers for Change

Site Assessment Yes No Scalable

Able to change content

Dynamic system schedule

Personalization

Rider alerts

Commerce

Last Updated in 1994

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Four Program Goals – Supported by Day

Reasons for using Day CQ5 Easy to use for non-technical authors

Scale: Handle burst traffic

Deliver to multiple channels

Manage multiple web sites

Rich, flexible APIs for integration

INFO

RM

SCHE

DULE

SE

LL

PERS

ONA

LIZE

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GOAL #1: Provide timely and accurate information to Metra Riders, Business Partners and the general public.

INFORM

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Multi-Channel Publishing for Rider Alerts

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Message Types: 1. Advisory 2. Service Alert 3. Crisis

200 Unique Groups based on train line & station:

configured and delivered with 1 template

Inform

12 Twitter Accounts

*SMS integration not yet deployed

Mobile & SMS*

Email Messages Web Pages &

Widgets

Civic Crisis Event

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Civic Crisis Events are major events that impact the population at large

•  All registered users receive the alert across all channels

•  Web site is taken over, crisis information is displayed on all pages

•  Information entered once •  Crisis procedures are the

same as the daily advisory procedures

Inform

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GOAL #2: Easy to update schedule information

Schedule

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Schedule Updating in Day

Schedule data stored in data templates for each train number »  Metra can edit:

»  Days of the week train runs »  Train Number »  Bikes per train »  Stop times and stations »  Stop Sequence »  Stop info

»  Why Day? »  Content Architecture »  Ease of Use »  Easy content authoring »  Scale – caching maps and schedules

Schedule

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Schedule Updating in Day »  Updating the schedule in the data template changes the schedule

everywhere on the site »  Station to Station Schedule

»  Full Schedule

»  My Next Trains (Personalized Schedules) »  Mobile Schedules

»  Integration with Google for Mapping Services

Schedule

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Actual Holidays On actual holidays Metra has plenty of notice and uses day templates to add/remove calendars from that day

»  In this case adding all weekend/Sunday calendars

»  Removing all weekday calendars

Schedule

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Early Quit Days »  Early quit days frequently give users notification in the My

Next Trains area »  Links to a general content page with info on the schedule changes

for that day

Schedule

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GOAL #3: Increase On-line Ticket Sales

Sell

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Integrated eCommerce Architecture

Day CQ5 »  Drives the presentation tier

»  Manages the creation and distribution of information across all channels

»  Leverages account data in Blue Martini for personalizing content

Blue Martini (My Metra) »  Holds user account information and personalization

»  Handles “shopping cart” functionality

Why Day? »  Flexible runtimes for easy integration

Sell

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Purchasing Tickets and Pricing

Metra has only 29 SKUs but they have 11 lines servicing over 160 stations with over 700 trains per day making thousands of daily stops.

»  Determining what train to take can be a challenge. CQ5 is used to manage schedule data and display this complex information helping the 82 million annual riders find the right schedule.

»  Blue Martini is the system of record for pricing information.

Sell

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GOAL #4: Personalization options

Personalize

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Personalization

Metra users have the ability to create personalized schedule, recurring ticket orders and alerting through the use of the My Metra account

From mobile devices, the site is personalized based on your location to show the nearest station and next departure times

Personalize

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My Metra My Metra Ties Together: CQ5, Blue Martini, Exact Target, email and Mobile.

This is accomplished by extending user account functionality and allows users to manage:

»  Account

»  Personalization

»  Email Distribution Management

»  Subscription Purchase Management

Personalize

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Exact Target Integration »  Exact target provides secure and compliant email distribution.

»  When an alert is created it is pushed out to subscribed users via Exact Target

Personalize

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Twitter Integration

»  All eleven Metra lines have Twitter accounts. When alerts are created for line the alerts are pushed out to Twitter.

Personalize

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Personalized Web Experience

» Users create custom schedules in their My Metra accounts.

»  Personalized schedules are displayed on the Home Page

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Personalize

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MEASURING SUCCESS: NEXT STEPS

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My Metra - Post Launch Reality

»  The program has been extremely successful – 25% of regular riders have My Metra accounts.

»  Advisories and Alerts are currently used to communicate service delays, holiday schedule changes, severe weather warnings and special services.

»  Average email volume 60,000 per month. »  The platform has been extended to business partners and vendors

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My Metra for Business Personalized B2B and Partner Content

»  My Metra functionality has been extended to business partners allowing partners to access, download and monitor IFB and RFP opportunities.

»  Alerts are sent to registered users when new opportunities are posted and current opportunities are modified or awarded.

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Benefits and Return

Increase in website activity 40,000 unique visitors per day

Peak site traffic 80,000 unique visitors per day

Improved web channel satisfaction 200% increase in online ticketing

Ability to communicate quickly 60,000 alerts per month

»  Improved rider-satisfaction and new rider-satisfaction »  Positive response from the riders and press

»  Reduced cost of administering the purchasing process

»  Improve Purchasing visibility

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Advertising – MyMetra, Mobile, Web, Email

Metra recognizes that the digital channel offers opportunities to generate revenues

»  Personalized and Targeted advertising

»  Mobile coupons and promotions

»  Location based advertising

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Summary: Why Day Software for Metrarail.com »  Multi-channel Delivery: Email, Social Media & Mobile

»  Personalization

»  eCommerce Integration

»  Real-time notification integration across multiple web experiences

»  Speed to Market: Site launched in 90 DAYS

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Addressing Marketing & IT Needs

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CRX ECM Platform &

Virtual Repository

JSR 283 / 286-compliant Infrastructure

Sharepoint

Connector

Legacy ECM

Connector

CRM

Connector

Custom

Commerce

Connector

DAM WCM Social

Collab

Segmentation, Targeting, Optimization

Marketing

Agility

IT

Agility

Transform Online Customer Experience

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Web Content Management

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‣  Rapid time-to-launch for new scheduling information or micro-sites

‣  Delivers to multiple channels

(mobile, iPad, PC)

‣  Ease of use for non-technical publishers

‣  Scales to meet peak demand

Targeting & Optimization

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‣  MyMetra personalization

‣  Target based on GIP, tag cloud, behavior, user agent, etc.

‣  Integrates easily with 3rd parties

‣  Establishes unique user groups

‣  Analyze, report, and optimize

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Social Collaboration for Customer Engagement

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‣  Integrated communities

‣  Customer ratings / comments

‣  Blogging & social media marketing

‣  User-generated content & social tagging

‣  Site visitor profiles & customer marketing intelligence

Cloud-ready Scaling

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‣  Rapid deployment

‣  Web-based dev, admin

‣  24x7 operational support

‣  On-demand scalability

‣  RESTful web app development

Hot-join clustering

Not feasible with closed systems

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Why Day Software & Acquity Group

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»  Day Software »  Open Source architecture scales

software, hardware and expertise

»  Ease of use empowers business users & offloads IT

»  Agile and REST-ful app development eases 3rd party integration

»  Proven in hundreds of production environments worldwide

»  Acquity Group

»  Expertise across technology, digital strategy and user experience/design

»  Hundreds of successful Content Management projects launched for clients across verticals

»  Longstanding Premier Partner with Day since 2001

THANK YOU! QUESTIONS?

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