Learn how Metra's legacy site was transformed into a robust, scalable, eCommerce-enabled digital destination that targets the needs of customers. We will focus on multi-channel, personalization and mobile, eCommerce Integration, email and social media as well as real-time notification integration across multiple web experiences.

1. Acquity Group and Day Software present
A DIGITAL TRANSFORMATION:
HOW METRA EVOLVED ITS ONLINE PRESENCE

2. Who is Acquity Group?
Acquity Group is the world’s leading multi-channel commerce
and digital marketing company, creating award-winning digital
experiences for global brands. Our multi-disciplinary approach
creates brand-unique experiences that build unbreakable
customer relationships.
» 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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3. Agenda
» Who is Metra
» Metra’s Change Agent
» Program Goals
» 100 Days – Concept to Completion
» Measuring Success & Next Steps

4. 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.
702 Trains each weekday
322,100 Weekday passengers
85,039,600 Annual passenger trips
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5. Original Site from 1994
…change was needed

6. Drivers for Change
Site Assessment Yes No
Scalable
Able to change content
Dynamic system schedule
Personalization
Rider alerts
Commerce
Last Updated in 1994

7. 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

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

9. Inform
Multi-Channel Publishing
for Rider Alerts
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Mobile & SMS*
*SMS integration not yet deployed
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10. Inform
Civic Crisis Event
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
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11. GOAL #2: Schedule
Easy to update schedule information

12. Schedule
Schedule Updating in Day
Schedule data stored in data templates for each train number
» Metra’s scheduling system didn’t meet the needs of the Web Site
» By using Day Metra can edit:
» Days of the week train runs
» Train Number
» Bikes per train
» Stop times and stations
» Stop Sequence
» Stop info

13. Schedule
Schedule Updating in Day
» Why Day?
» Data is distributed across multiple
legacy systems
» Content Architecture
» Ease of Use
» Easy content authoring
» Scale – caching maps and schedules
» Easy to add seasonal and holiday
updates

14. GOAL #3: Sell
Increase On-line Ticket Sales

15. Sell
Integrated eCommerce Architecture
Day CQ5
» Drives the presentation tier
» Manages the creation and distribution of information across all channels
» Ticket zone information is part of the schedule
» Leverages account data in Blue Martini for personalizing content
Blue Martini (My Metra)
» Holds user account information and personalization
» Handles “shopping cart” functionality
» Holds SKU information
Why Day?
Flexible runtimes for easy integration

16. Sell
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.

17. GOAL #4: Personalize
Personalization options

18. Personalize
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

19. Personalize
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

20. Personalize
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

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

22. Personalize
Personalized Web Experience
» Users create custom schedules in their My Metra accounts.
» Personalized schedules are displayed on the Home Page
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23. Concept to Completion in 100 days.
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24. MEASURING SUCCESS:
NEXT STEPS

25. 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 100 DAYS

26. My Metra - Post Launch Reality
» 99.9995% Uptime
» My Metra – 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

27. 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.

28. 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
» Improved purchasing visibility

29. 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
Text: “ACQUITY” to:
28490

30. THANK YOU!
QUESTIONS?