Keep on rolling – managing a large rail improvement project
|Authors/Consultant||Steve Curram, David Exelby, and Jocelyn Lovegrove|
The London Underground carries up to 4 million passengers a day, and required a major upgrade involving new trains and signalling, plus much additional engineering work. A working system must be maintained during the upgrade, requiring a complex migration process to be planned and implemented. The service operators receive financial penalties for poor system performance against constantly rising targets. The system dynamics project captured progress on train introductions and engineering work, their impact on system performance, and the resulting financial implications. The model enabled management to assess different options for work scheduling against changing conditions of access to the system they were improving.
The Coca-Cola Company’s Brand Beverage Barometer is a massive global brand tracker that informs decision-makers about their brand’s health, and gives clues on how well marketing programs perform. But, powerful as it is, this solution alone cannot give good forward-looking consumer insights.
The solution developed was achieved through a behavioral and attitudinal segmentation, plus system dynamics modeling that allows Coca-Cola to project current understanding of consumers’ choices into future changes to brand preferences. The approach is analogous to taking a series of snapshots of consumer behavior, turning them into a movie, and running the movie forward in time.
The result is a strategic planning tool that can identify high return-on-investment marketing initiatives, which can be replicated across regions and numerous product categories. This also provides a common language for marketing professionals to share their insights.