The Challenge
Udrive runs the UAE’s pay-per-minute car-sharing service, where a customer’s first minutes in the app decide whether a car gets used or sits idle. In a fleet business, an empty vehicle is a cost, and every registration that stalls before a first trip is demand the fleet never met. Growing the active user base is not a marketing nicety here; it is the difference between vehicles earning and vehicles parked.
The obstacle was structural rather than creative. Customer information lived in separate systems that did not talk to each other, so the picture of any single user was split across tools. Registration, app behaviour, and campaign activity each sat in their own store, which made it hard to see where a new user paused, hesitated, or dropped off.
That fragmentation slowed campaign execution and blunted its precision. Messages could not reliably reach the right person at the right point in their journey, and the team spent effort stitching data together by hand instead of acting on it. The registration funnel had friction that no one could fully see, and therefore no one could fix at pace.
Our Approach
We treated this as a data foundation problem first and a campaign problem second. Nothing about journey personalisation holds up until the underlying customer record is whole, so we sequenced the work to earn that foundation before building on top of it.
Crawl phase. We started by mapping the systems that held customer data and the points in the registration and usage journey that mattered most. The priority was to eliminate the data silos and resolve the scattered records into a single, unified customer profile, so that one view of each user replaced the several partial ones the team had been working from. This phase was deliberately unglamorous: getting identity, events, and campaign history to reconcile against one profile before anything downstream was switched on.
Walk phase. With unified profiles in place, we built the mechanics that turn a clean record into a timely message. The workstreams were:
- Unified customer profiles. Consolidating the previously siloed sources into a single profile per user, giving the team one dependable record to act on across the journey.
- Journey mapping and checkpoint definition. Identifying the critical checkpoints in the registration and activation flow where a well-timed prompt could keep a user moving forward.
- Real-time personalised notifications. Using the unified profile to trigger personalised notifications in real time at those checkpoints, so prompts arrived at the moment they mattered rather than after it.
- Campaign execution enablement. Giving the marketing team a faster path from insight to action, so campaigns could be built and sent against the unified profile without manual data assembly.
The Outcomes
The engagement moved Udrive from fragmented customer records to a single, actionable view, and from delayed campaign work to messaging that meets users in the moment.
- New user registrations reached 86% — the headline result of combining unified profiles with real-time, checkpoint-triggered personalisation.
- Data silos were eliminated, replaced by unified customer profiles that give one dependable view of each user.
- Personalised notifications now reach users in real time at the critical checkpoints in their journey.
- Campaign execution became more efficient, with the team acting on a single profile rather than reconciling sources by hand.
- Better-timed prompts at registration and activation reduced fleet idle time by reaching users at the moment their decision was live.