A Data-Driven Operation: IBTTA Welcomes Cindy Norcross

Effective use of data and analytics has become a cornerstone of 21^st-century tolling operations, from the real-time statistics that guide dynamic pricing to predictive analytics that help agencies segment and understand their markets.

Now, with 2016 President Buddy Croft putting renewed emphasis on data-driven operations, IBTTA is proud to be building up its own analytic capacity, with the arrival of Cindy Norcross as our new database manager.

Cindy has worked for the National Geographic Society, IBM, Loral, Lockheed Martin, and a technology consulting firm specializing in digital services. She has experience in areas ranging from product and project management, to data analysis, to consumer insights and customer service.

Cindy says, "The power of data is undeniable. It is key to uncovering important insights that improve decision making, and ultimately driving industry competitiveness and growth. Our goal is to build IBTTA into a powerhouse of mainstream data that members can leverage to propel their organizations forward. I'm excited to work with IBTTA members, and the tolling industry in general, to collect and improve access to this important asset that will benefit everyone involved.”   

A Solid Foundation

In recent years, IBTTA has put a lot of emphasis on using timely, compelling data to tell the tolling industry’s story—from our own mapping that shows the breadth and reach of tolling in the United States and around the world, to our 2015 Report on Tolling in the United States, to broader industry data on the highway infrastructure funding gap.

At the October, 2015 New Media, Communications, and Human Resources Workshop in Cleveland, we learned about the great work agencies like Georgia’s State Road and Tollway Authority (SRTA) are doing to build customer profiles and incentives using Big Data.

“You have to be strategic about it,” SRTA’s Director of Marketing and Communications, Malika Reed Wilkins, told IBTTA Members in a pre-conference blog post. “When the people on our roads are paying a premium price for a premium service, we owe it to our customers and our employees to give them the best experience and use data to help drive those decisions.”

Always Room for More Data

But there’s no such thing as too much data, as long as you have a clear picture of what you need to learn and what you plan to do with the knowledge. That’s why we’re on a mission to acquire more.

We’ll want to know more about our members…so you can expect to hear from Cindy with questions and surveys. (When you do, please respond!)  With data, we can build a comprehensive case for tolling and transportation around the globe.

We’ll be publishing up-to-date analysis that points to the outstanding growth and achievements of an industry on the move. (Watch this space…you’ll see more on this soon.)

We’ll be setting out to answer some of the tougher questions and bust the more persistent myths that have dogged tolling agencies for years.

And we’ll be keeping an eye out for innovative uses of data and analytics that have taken root in one or a handful of member agencies, and can be adopted more widely to help other organizations succeed.

It’s an exciting time to be involved with data, and we’re delighted that Cindy Norcross has joined us to drive data.

Visit IBTTA’s website for more insights on how Big Data is transforming the tolling industry