Uber: Leveraging Big Data for Enhancing Decision Making and Creating New Business Models

Uber: Leveraging big data for enhancing
decision making and creating new
business models
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Introduction
 Originally, in 2008, Uber began as a mobile app that people used to
request premium black cars.
 In the beginning, Uber only served a few high populated metropolitan
areas. Now, almost nine years later it has become a household name;
with agents in over 510 cities and 76 countries.
 Uber founders also knew how impersonal riding in a taxi was. Riding in a
taxi got you from point A to point B and that was it. “Uber has evolved
from app that would summon fancy town cars to the most highly valued
startup in the world.
 The main goal of Uber is to completely transform transportation as we
know it (Hall & Krueger, 2018).Student's ID:
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Objectives of the Presentation
>Customer data >Traffic data >Transaction data >Location data >Contact data
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Business Strategy: Uber big data strategy aims to transform transportation services through the application of
big data models and big data analytics.
Business Initiatives
 Ride sharing services
 Uber delivery services
These initiatives are possible through the use of big data analytics techniques.
Outcomes and Critical Success Factors
To develop smart decision models that are able to analyze and predict traffic patterns by use of various data
sources to improve customer satisfaction. CSFs include,
 Enable customer to ride by a click of a button
 New Customer Acquisition by providing Uber services worldwide.
Tasks: Customer downloads the Uber app and signs up, The Uber app provide customized recommendations to
fulfill customer choices by suggesting the nearest Uber taxi, customer makes the choice of the taxi they want and
contacts the driver, various data sources are used. Customer pays and gives ride feedback.

Business Strategy
 In 2008, Travis Kalanick and Garrett Camp needed a
Taxi and there wasn’t one to be found. It was then
they had an idea; if only you could get a ride by just
pushing a button. This idea turned into a business
which has created thousands of jobs for people and
created customer friendly and 24/7 availability of
services for consumers (Reese, 2016).
 Environmentally, using Uber’s driving service saves
many people time and stress, whether they are getting
a ride or having something delivered.
 Uber utilizes big data and big data analytics
technologies to help it predict customer behaviour and
traffic patterns thus offer fast and reliable services.Student's ID:
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