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Uber Eats - Digital Metrics

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This document was submitted as part of coursework at MICA, India. All rights reserved.

Uber Eats - Digital Metrics

  1. 1. UberEATS Digital Analytics & Big Data Abhinav Koranne | Alisha Singhal | Ayushi Mona | Bagmishree | Praptee Sharma | Sahil Bhatia
  2. 2. Introduction ● Mission to make eating well effortless for everyone, everywhere ● Seamlessly integrated with the Uber ride app ● Help restaurants reach more customers and build their businesses ● Give delivery partners monetization avenues ● Objective is delivery of convenience, reliability, and a wide selection ● Market size - $50 billion ● UberMOTO is being leveraged for Uber Eats ● Challenge - Managing Customer Expectation with logistical and traffic challenges
  3. 3. Consumer Order Restaurant Fulfills the Order Driver Partner Delivers
  4. 4. Business Objectives Why does this business exist? To capitalize and leverage expertise in moving people & products from Point A to B in an optimum & effective manner for restaurants. To plug the gap in food ordering & delivery industry by providing customers reliable choices and freedom to order from anywhere, anytime.
  5. 5. Business Goals What are the strategies used to achieve business objectives? Grow a base of loyal users, reliable delivery partners and trustworthy restaurant networks Scale rapidly across multiple geographies in India Grow Average Order Value & retain the already acquired base Manage Service Quality & Customer Satisfaction with optimised costs.
  6. 6. KPI How do we measure the performance of the business goals? Easter Egg: It’s coming to Ahmedabad very soon! Restaurant Partners Completed Orders Per Week Peak Hour Completed Orders Percentage of Orders Declined Percentage of Orders Declined during peak hours Estimated Food Prep Time Actual Food Prep Time Waiting Time Restaurant Average Earnings/Order Percentage of Positive Rating Delivery Partners Total Requests Accepted Total Requests Cancelled No. of hours Online for Delivery Estimated Delivery Service Time Actual Delivery Service Time No. of hours serviced during Peak Hours Delivery Fee Earned End Consumers Weekly Orders Average Basket Size (Revenue/Order) Peak Hour Orders Workplace & Residence Orders No. of Times Ordered/No. of times aborted Cart No. of Orders placed from Same Area/Restaurant Partner
  7. 7. Target Predefined numerical values that indicate success or failure of the goals UberEATS is still in the launch phase in multiple cities. Per Restaurant Completed Orders Per Week - >24 Peak Hour Completed Orders - >15 Percentage of Orders Declined - <5% Percentage of Orders Declined during peak hours - <2% Estimated Food Prep Time - 20 Mins Waiting Time - <2 Mins Per Delivery Partner Total Requests Accepted/Week - >21 Total Requests Cancelled/Week - <4 No. of hours Online for Delivery/Day - 5 Hours Estimated Delivery Service Time - 20 Min No. of hours serviced during Peak Hours/Week - >18 Hours Per Consumer Weekly Orders - >2 Average Basket Size - ₹ 370 No. of Times Ordered:No. of times aborted Cart - 2:1
  8. 8. Segments Marketing Channels : Push notifications, E-mailers, Social media, Affiliate marketing, Mobile Marketing, Geo-Targeting New vs. Old High value customers are classified as ‘eaters’ those who order at least once a month. These are high value customers because of their frequency of purchase and average order value. Customer Usage behaviour can be classified basis the usage of the product offerings like UberPool, UberX, UberGo. Their spending patterns for cabs can be juxtaposed with their spending pattern on food. Most viable restaurant : The restaurant would have to be in the consumer as well as driver’s economic distance. If the restaurant is too far off, despite doing well on the KPIs the experience for both drivers and customers would be hindered. Residential areas : Statistics show that 82% orders are placed from home, tie ups will have to be with restaurants closer to residential areas and be easily accessible for drivers. The segment is shifting to Upcoming areas with high IT & Corporate sector influence is the major target area for UberEATS. Marketing Channels: Incentives to existing drivers, OOH, Buses, Training & Development Demographics More than geographies, the focus is on demographics based on eligibility of potential drivers. The focus is on on boarding potential drivers who come from low-to-middle strata of the society and are willing to work for additional income on a weekly basis. Also, College students form a strategic base for UberEATS. Customers Restaurant PartnersDriver Partners
  9. 9. “Eating Out” is out, “Ordering In” is in. Khao Piyo Aish Karo!
  • LokeshKumarMadrasRav

    Mar. 12, 2021
  • SitiNoorhanaSaidin

    Nov. 17, 2020
  • MatheusCotorello

    May. 24, 2020
  • abdenour_benaissa

    May. 15, 2020
  • mhdfall

    Mar. 11, 2019

This document was submitted as part of coursework at MICA, India. All rights reserved.

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