Customer Segmentation in Washington DC Metro Area

EBP is working with a team to support The Washington Metropolitan Area Transit Authority (WMATA) in understanding how different segments of their ridership respond to changes in services and fares. 

The analysis uses processed fare card data and demographic data to cluster WMATA customers into segments that share similar travel behavior and demographic characteristics. This analysis is using longitudinal data from 2017 through 2021, and therefore reflects both pre-pandemic and pandemic travel.

We are working with WMATA to ensure that the models and tools we develop are applicable for post-pandemic planning. EBP is leading elasticity analysis estimating passenger responses to fare, service frequency, and span of service changes. We are integrating additional data sources, including TNC and taxi data, special events data, and gas prices to ensure that the model captures behavioral responses to WMATA's planning decisions, accounting for contextual factors. The elasticity estimates will be crucial for demonstrating variation in how market segments respond to fare and service changes.