First Bus, part of First Group, is a British transport company currently operating as 14 individual companies across the UK.
First Bus were running media campaigns to improve awareness of their information apps, which allow customers to find all relevant travel information for their journey and even enable them to purchase tickets on their phone. Our brief was to carry out cross platform tracking, providing greater insight into the performance of these campaigns.
Our challenge was to implement tracking for a media campaign that identified user activity across all devices and platforms. Working with partners, we created an implementation methodology to ensure SDKs captured campaign and cookie IDs from user interactions. We then produced a measurement plan that helped us map the journeys across each platform.
First Bus now have a view of activity across all the interaction points in the user journey, for each operating company. This will enable them to understand the performance of their tech by region and help us target users more effectively through online media campaigns.