Illustrative engagement. A representative scenario showing how we approach this kind of work in transport & logistics. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping transport & logistics
Transport, logistics and mobility businesses serve passengers, shippers and fleet owners, and depend on drivers. Reliability, safety and cost decide loyalty.
- Passengers expect real-time information and safety
- Driver retention is a constant challenge
- Shippers value reliability over lowest price
Client background
A bus booking platform, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A bus booking platform
- Sector
- Transport & logistics
- Team engaged
- Digital Marketing
- Services
- Performance marketing, SEO services
Client challenge
Bookings depended on aggregators.
Research objectives
- Deliver on the brief: digital marketing for a bus booking platform.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Programme.
Audiences we typically reach in transport & logistics
Passengers and commutersDriversShippers and logistics buyersFleet ownersWarehouse staff
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Route pages
- 3Search ads
- 4Insight
We created route pages and search campaigns.
Performance marketingSEO services
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Own your demand.
Recommendations
- Build on the core insight: own your demand.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Direct bookings grew.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do fleet owners plan to buy?