This is a recording of a talk given at the International Search Summit Barcelona 2024. In this talk, Raquel Abella and Jaime Badiola from WeDiscover delve into an insightful case study about their client, the AA Driving School UK. The AA Driving School UK generates most of its revenue from driving instructors joining its franchise. To ensure driving instructors remain satisfied and stay with the AA Driving School UK, the company aims to provide them with the desired number of pupils. However, the availability of driving instructors fluctuates, as does the pupils' demand in each area. WeDiscover's goal was therefore to develop a single model that identified where driving instructors had the greatest need for pupils in near real-time. From there, they planned to predetermine the best locations in the country to activate new PPC campaigns for acquiring pupils at the lowest possible cost. To achieve this, they created a score for each instructor to understand their need for new pupils (supply) and developed a second model to focus on demand to predict performance in certain areas.
