Established in 2006, ArgYou is a global leader in search engine intelligence. Specialising in digital market analysis, website competition assessments, and the effectiveness of online campaigns, ArgYou uses advanced research methods, along with its machine learning and AI tools.
In the ULTIMO project, the main goal is to create an on-demand, environmentally friendly public transport service that is accessible to everyone. ArgYou plays a key role in achieving this by analysing 68 key performance indicators (KPIs) to track progress in areas such as public acceptance of autonomous vehicles and the development of large-scale system deployments.
Can you explain ArgYou’s role in the ULTIMO project?
In ULTIMO, ArgYou is responsible for providing digital impact KPIs. In close collaboration with all partners, work to define, collect and evaluate relevant KPIs, like for example average speed, time delay on arrival, time for delivering spare parts, number of services available etc. ArgYou is measuring digital impact across 14103 digital channels worldwide, focusing on what users are searching for on platforms like search engines, social media, e-shops, and media sites. We support ULTIMO with impact data for several communication materials, such as the website, flyers, for press releases, and video content.
Christoph Glauser, ArgYou
You are looking at the impact on various aspects, e.g. communications, or market uptake. How does ArgYou ensure ULTIMO achieves the highest possible (digital) impact?
By continuously measuring and monitoring all related digital content for ULTIMO, ArgYou provides reliable data and KPIs that reflect both the “speech” – the volume and nature of the project’s communications – and the “reach” – how effectively this information is being picked up by users, and on which digital channels.
We then use these insights to help optimise the project’s communication strategy. All messaging is adapted to ensure maximum reach and engagement, ensuring ULTIMO’s core messages are effectively communicated to the right audiences.
ULTIMO is an EU/Swiss project. Have you observed any differences in impact strategies or search patterns across countries?
Yes, there are considerable differences in search behaviour between countries where the ULTIMO pilots are taking place. For example, in Switzerland, the French-speaking regions tend to be more open to technical innovations like AV-shuttles, while in the German-speaking areas, users are more focused on searching for risks and potential dangers associated with AVs.
What inspires you to be part of the ULTIMO project?
ULTIMO is a very big, disperse family of many different organisations, universities, companies, producers, and public transport operators (PTOs). This diversity makes the project very challenging, but also very inspiring in terms of the development of new technologies, services and innovative new ways of communication and dissemination where we contribute. People who had the opportunity to sit in an AV-shuttle once, are usually convinced that this upcoming technology is safe, useful, cool and that it will be appearing pretty soon on the European streets!
ArgYou’s expertise is essential to achieve the ambitious goals of ULTIMO. As the project moves forwards in autonomous vehicle technology and sustainable transport solutions, ArgYou, alongside 22 other partners, will play a crucial role in driving success.
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