Wetaxi is one of the major taxi apps in the Italian market. Defined the “anti-Uber” by the Italian press, after a round of funding, it was set to take over 4 more cities and approached the REPLUG team to work together on a long-term solution.

Wetaxi had 4 main challenges:

• Professionalize the whole user acquisition approach to app marketing
• Build a data-driven acquisition approach that would sustain massive growth in the upcoming months
• Create transparency for investors and management about in-app activities
• Visualize acquisition data correctly and in a comprehensive way

REPLUG deep dived in the existing digital structure and identified immediate actions to create the basis of a data-driven digital acquisition strategy that would last in the long-term. Our UA team operated in complete transparency directly from Wetaxi ad accounts, as opposed to the typical agency “black box” approach, to facilitate a knowledge transfer process and create mutual trust.

REPLUG worked on 4 main areas:

1. In-App KPIs – By drawing a user conversion funnel, our experts were able to identify the right KPI to track growth in the Mobile Measurement Platform
2. Campaign Structure – Implementing a unique naming structure for scaling and facilitating analysis as well as reporting
3. Performance-driven Creatives – Our UA experts sat next to our designer team and created from scratch a complete set of creative assets for all channels used in the media mix strategy
4. Data Visualization in Google Data Studio – While working on the acquisition activities, our analysts, together with the Wetaxi tech team, worked on visualizing data at a granular level and per user cohorts.

Our unique and systematic approach to user acquisition activities brought immediate results in Wetaxi marketing activities. Within just a few weeks, our UA experts were able to decrease CPI on all channels implemented in the media mix. All this in complete transparency of bidding and optimization.

As we progressed with our activities, we noticed that some channels were delivering higher than expected CPA, so, together with the Wetaxi team, we decided to take a deeper look at each monthly cohort to better allocate budget. Our analysts built a first offline dashboard and then, together with the Wetaxi tech team, we created a clear and interactive Google Data Studio Dashboard, to show how cost changed and, actually, improved overtime for those channels that at first showed a higher cost of acquisition.

Thanks to the interactive dashboard, we managed to show how those channels, that had a higher CPA (on the first ride), were actually bringing in users that were using more often the service, hence resulting in a lower CPA (on all rides) over the period of time analyzed.