Hyperlocal Data Analysis & Reporting for Mobile Parking App
Objective
For Parkster, one of Europe’s largest providers in the mobile parking sector, we not only optimized online performance metrics but also developed a centralized and easy-to-use reporting system — while still preserving the hyperlocal granularity needed for strategic insights.
We used multiple data sources, including Google Ads, Meta Ads, Apple Search Ads, and app store data from both the Apple App Store and Google Play Store.
The project focused on two main goals:
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Hyperlocal insights to better understand parking behavior on city and regional levels
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Predicting user behavior and optimizing the marketing funnel, by answering key questions like:
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When do users download the app?
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When do they register?
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When do they initiate parking sessions?
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About Our Case Study Partner
Parkster makes parking easier — with no extra fees. Enjoy your day stress-free without worrying about topping up your parking time. Return to your car when you want — not because your session is about to expire. Pay monthly, avoid parking fines, and manage everything with ease — all through the Parkster app.
Hyperlocal Data Analysis
As Parkster operates in multiple European countries, there was a large volume of data available from the start — a key requirement for conducting high-level data analysis.
However, the first challenge was to consolidate data from various sources and bring it into a clean, analyzable format. This included detecting and removing outliers and faulty entries.
Once the data was prepared, we began by analyzing city clusters, and then scaled those learnings into automated, city-level reports.
These insights were then linked to online marketing KPIs to gain a deeper understanding of the customer journey and ultimately reduce customer acquisition costs (CAC).
Data Preparation
More data means more challenges — but also more opportunities.
To ensure a successful analytics project, all relevant data must first be centralized.
Our initial focus was on data quality, data cleaning, and data formatting:
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We ensured high-quality datasets by identifying, correcting, or removing missing values, outliers, and inconsistencies.
Clean data is essential for generating reliable results. -
Next, we standardized the data: ensuring consistent timestamps, country/city codes, and data types to improve comparability and interpretation.
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Finally, we aggregated data to the right level of detail depending on the analytical goal — such as hourly, daily, or monthly, as well as by city or postal code.
APIs & Third-Party Integrations
Managing multiple data sources is always a challenge in data-driven projects. In this case, we needed to merge data from online marketing platforms such as Google Ads, Meta Ads, and Apple Search Ads with web analytics data from Google Analytics — as well as with transactional data from Parkster’s booking and parking systems.
To do this, we leveraged the APIs of several third-party providers to create a stable, automated, and regularly updated data pipeline, minimizing manual effort and ensuring long-term scalability.
Application to Online Marketing
The ultimate goal of data analysis is to make better decisions. In this project, our focus was on understanding the customer journey more clearly and reducing customer acquisition costs (CAC).
It was essential to uncover how different acquisition channels influence user behavior and how this behavior could be predicted and segmented. We also analyzed regional differences, such as user patterns in large vs. small cities or urban vs. tourist-oriented parking behavior.
Thanks to these insights, Parkster continues to benefit from low CACs and a healthy, well-balanced online marketing mix.
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Why Us?
Marketing Audit
Für führen zielgerichtet Analyse für die gängigsten Plattform wie Google Ads, Meta Ads, aber auch Website und CRM Systeme durch. Dadurch bekommen Sie einen neutralen Blick auf Ihre Performance.
API Expertise
We have in-depth experience working with a wide range of APIs — especially those from Google and Meta — and have already implemented numerous custom solutions.
In principle, we can integrate and utilize almost any API, adapting it precisely to your system and goals.
Ad Account Optimization
With our many years of experience — including as a certified Google Ads Partner — we can identify weak points in your ad accounts and optimize them based on your specific goals. Our approach is data-driven, strategic, and always tailored to your business needs