RGR Channel Performance Analysis

Target Audience: Deliveroo Senior Leadership Team (SLT)

Objective: Evaluate the efficiency of the Rider Get Rider (RGR) referral scheme to determine future strategy.

📍 1. Executive Summary & Context

At Deliveroo, building the optimal rider fleet is critical. The Rider Get Rider (RGR) scheme is an incentivised referral program targeting current riders. This analysis aims to provide a 30-minute strategic briefing on whether to Scale, Pivot, or Kill the RGR channel.

Key Strategic Questions ❓

• Performance: How does RGR stack up against Organic, Paid Social, or Job Boards?

• Success Metrics: Is the "cost-per-acquisition" balanced by "rider quality"?

• Optimization: What levers should be pulled to improve RGR performance?

  
  

📊 2. Data Dictionary & Schema

The analysis is based on the rgr_data_test.csv dataset. Below is the structured breakdown:

The data 👇

[File here]

🧠 3. Analytical Approach

To provide a concise briefing, the analysis should focus on three specific pillars:

A. Channel Efficiency

• Conversion Rate: Application_date → First_work_date.

• Lead Time: How much faster do RGR riders get on the road?

B. Rider Quality

• Productivity: Compare Throughput_cumulative across channels.

• Engagement: Analyze Hours_worked vs. Tenure to determine Rider Retention.

C. Viral Coefficient

• Calculate the ratio of Successful_referrals to total riders to see if the scheme is self-sustaining.

⚠️ 4. Data "Edge Cases" to Monitor

Pro Tip: To maintain credibility with the SLT, we must address data irregularities:

• 🚫 Nulls: Riders with an approval date but no first shift.

• 🚀 Outliers: Riders with impossible throughput stats.

• ⏳ Logic Checks: Ensuring First_work_date isn't before the application date.

🎨 5. Tableau Visualization Strategy

If building this in Tableau, I recommend the following layout:

• Top Row (KPIs): Total Riders, Avg. Throughput, RGR % of Total Fleet.

• Middle (Comparison): A Side-by-Side Bar Chart comparing channels by quality.

• Bottom (Trend): A Line Chart showing application volume over time.

SQL

-- Calculated Field Example: Days to First Shift
DATEDIFF('day', [Application_date], [First_work_date])

Tips for completing the test

• You can undertake the analysis using whichever tools or techniques you like (e.g. R,

• Tableau, Excel etc..). We suggest you use the tools you are most familiar and comfortable with.

• The output of your work should be appropriate for your imaginary audience (eg. Deliveroo’s Senior Leadership Team).

• Don’t over complicate it.