Mark Richard, Christopher Zito, Darryn Paterson

1. HOW MANY TIMES ?
A STUDY OF FREQUENCY AND RECENCY
MARK RICHARD
CHRISTOPHER ZITO
DARRYN PATERSON
JULY 2016

2. UNIQUE DATA
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
2

3. EXTRACTING VALUE FROM THE DATA
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
3
• Gantries
accurately count
and identify every
vehicle travelling
Identity Data
• Analysis of
identified vehicles
over an extended
time period for
recurrent travel
Frequency &
Recency • Understanding of
customers usage,
travel patterns,
and trends over
time
Insights

4. TRIPS MADE IN A YEAR
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
4
1-20
21-
40
41-
60
61-
80
81-
100
101-
120
121-
140
141-
160
161-
180
181-
200
201-
220
221-
240
241-
260
261-
280
281-
300
301-
320
321-
340
341-
360
361-
380
381-
400
400+
% Veh 73.2 10.8 4.8% 2.7% 1.8% 1.2% 0.9% 0.7% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
%ofvehicles
Trips made in a year
73.2%
13.4%
14.2%
6.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
1 - 20 % Veh
Drill-down of 1–20 trips bucket…
1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20

5. COMPARING VARIOUS AUSTRALIAN ASSETS
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
5
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
1 2 - 20 21 - 400 400+
%ofvehicles
Trips made in a year
Min Range Average Max Range

6. DIFFERENT TYPES OF VEHICLES
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
6
0%
5%
10%
15%
20%
25%
30%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26-50
51-100
101-200
201-300
301-400
>400
Motorcycles
0%
5%
10%
15%
20%
25%
30%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26-50
51-100
101-200
201-300
301-400
>400
Cars
0%
5%
10%
15%
20%
25%
30%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26-50
51-100
101-200
201-300
301-400
>400
Light Commercial
0%
5%
10%
15%
20%
25%
30%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26-50
51-100
101-200
201-300
301-400
>400
Heavy Commercial

7. ANNUAL CHANGE IN TRIP FREQUENCY
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
7
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
%ofvehicles
Yearly change in trip volume per vehicle

8. RECENCY OF TRAVEL
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
>30
# days since last seen
Recency of Travel - Entire Asset
% of veh

9. RECENCY AT ANY SPECIFIC POINT ON ASSET
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
>30
# days since last seen
Recency of Travel - Various Points
Typ Min Average Typ Max Entire Asset

10. PRACTICAL APPLICATIONS
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
10
Slide incomplete
Targeted Communications
Customer Segmentation

11. CONCLUSION
HOW MANY TIMES? – A STUDY OF FREQUENCY AND RECENCY
11
“The analysis shows that there are a significant
proportion of users on the motorways who would be
considered infrequent users.
This infrequent use of the motorway network means
that driver familiarity with the road (and particularly
if there are any changes or roadworks) may not be
as high as expected.”