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Leveraging ITS Data for Transit Market Research: A Practitioner's Guidebook (2008) / Chapter Skim
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Appendix B - City of Madison - Metro Transit Case Study
Pages 61-66

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.


From page 61...
... Experience With AVL, APC, and Magnetic Stripe Cards Madison Metro participated with other transit agencies in the state in a system procurement process coordinated by the Wisconsin DOT (WiDOT)
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From page 62...
... Figure B-1. Madison Metro organizational structure.
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From page 63...
... In an easy-to-understand map, staff were able to communicate information on stop usage, distance to the nearest alternative stops, the grade that pedestrians would face in walking to other stops, and the number of persons working in the area affected by the proposed stop closure. In another GIS application, staff drew on APC stop level data and adjacent traffic count data (obtained from the Madison Area Metropolitan Planning Organization)
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From page 64...
... Generally, Madison Metro has not been very heavily engaged in comprehensive customer or population surveys. Its last system rider census was completed in the 1990s, and it has recently hired a contractor to undertake a rider/non-rider perceptions survey.
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From page 65...
... While an institution-level employment measure does not necessarily reflect IT and market research staff levels, it does highlight the challenges facing the agency in integrating AVL, magnetic stripe card, and APC data for market research and planning. The transit ITS literature emphasizes the importance of management support, particularly in the post-deployment period where data archiving and development of analysis tools are oftentimes starved for funding.
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From page 66...
... Among the alternative fare payment technologies, smart cards were dropped from consideration fairly early in the process, and there was a concern that the magnetic stripe card technology selected represented a second best choice for Madison Metro. There were several observations on the technology deployment and procurement processes.
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Key Terms

  • pass program
  • magnetic stripe
  • stripe cards
  • customer service
  • transportation research

  • stop level
  • apc data
  • metro staff
  • performance indicators
  • stripe card

  • stop closure
  • program agreements
  • research board
  • passenger data
  • national transit

  • alighting data
  • negotiated pass
  • program ridership
  • proposed stop
  • procurement process

  • ridership counts
  • ride basis
  • fixed route
  • transit database
  • study properties

  • revenue hour
  • selecting madison
  • seasonal differences
  • consolidation process
  • ride checks


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