Mobility · 2025

GLIDE: rebalancing a media plan across twelve cities

An e-scooter operator moving budget to where riders actually were.

The challenge

GLIDE spent the same per city regardless of demand, weather or competition, and could not tell which spend created new riders.

What we did

01
We ran geo-experiments across twelve cities to measure true incremental riders.
02
A budget model shifted spend daily by weather, events and supply.
03
Planners reviewed the model weekly and set guardrails for brand presence.

Results

−31%

cost per new rider

+18%

first rides from the same budget

cities on the new model

“We stopped arguing about attribution and started looking at the experiments.”

VP Growth, GLIDE