For our Marketing Metrics and KPIs course, my group chose Uber as a case study to tackle its most pressing challenges: low customer loyalty (56%) and extremely high driver churn (96%). While Uber dominates in brand awareness, its retention and trust issues hinder long-term growth.

We designed a strategy built on three pillars: improving customer retention, enhancing safety and trust perception, and reducing driver churn. Initiatives included a gamified loyalty program, “Uber Woman” for safer rides, stricter driver checks, and improved incentives. We paired these with a robust KPI framework to track both campaign performance and long-term outcomes. Our projections showed potential to raise Uber’s brand loyalty to 71% in just one year

Take a closer look at our full presentation to see how we applied KPI methodology, audience insights, and campaign evaluation tools to strengthen Uber’s brand performance.