Behaviour Change
Client
Partners
The problem
The C-32 motorway runs through various Catalan regions parallel to the Mediterranean coast. It is free on its northern branch (Costa del Maresme), while its southern branch (Costa del Garraf) is tolled and is operated by Autopistas.
The C-32 is not the only artery that connects Barcelona on the south-east side and there are several free roads such as the AP-7, which offer alternatives to drivers.
To strengthen and improve its competitiveness, Abertis is constantly modernising and improving the infrastructure of the C-32 and is undertaking various innovation projects aimed at launching new services with high added value for customers.
Technological advances reveal new opportunities to build customer loyalty on the C-32 motorway and encourage other drivers to choose the C-32 over other alternatives to enter or leave Barcelona on the south-east side.
The aim of the project is to conduct a study to identify influential factors and efficient incentives that motivate drivers who regularly use alternative routes to switch to the C-32. At its core, develop a tool that calculates and visualizes the impact resulting from the implementation of different incentive policies.
In terms of geographical scope, the project focuses on the section between Barcelona and El Vendrell of the C-32 motorway.
From a technological perspective, the project is based on historical data acquired from third parties (Telefonica Empresas) and will be enriched with current and historical data available at Autopistas.
Likewise, the detection of user profiles is based on aspects linked to mobility. Finally, the systems developed will be implemented in the Autopistas environment.
Strategically, the project aims to support Autopistas’ actions to maintain and increase the C-32 customer base. Specifically, four types of actions are contemplated:
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- pricing strategies,
- service quality,
- added-value services,
- and incentives for sustainability.
The solution
We have developed the following solutions on Autopistas and Telefonica data:
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- deep data preparation,
- data processing,
- data enhancement,
- and data analysis
Additionally, the project will have a dashboard representing the movements in C-32 and other connection points nearby with the user’s profile based on the probabilistic distribution in each of the decision points defined (points in the road where the user needs to decide whether pay a toll or going for an alternative free road).
Here a mockup of the solution:
Data
The project integrates a huge amount of data coming from different datasets:
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- AAE data: Datasets provided by Autopistas to understand road, infrastructure and congestion characteristics of C-32 highway.
- Telefonica data: Datasets that gather information regarding user sociodemographic characteristics as well as origin, destination and number of trips between ODs. It also has intermediate points (exit, entries of C-32) as well as connections between different roads.
Results
Main results of phase 1 of the project:
- Drivers Flow Analyser (DFA) tool, which allows you to analyze the flow of drivers between different areas using travel and user metrics.
- Analysis of OD pairs of users who pass through the C-32 and alternative routes.
- Characterization of users of the C-32 and alternative routes.
The second phase of the project is currently being planned.