Fleet Complete

Case Study
11-04-2019 Lara Kline

Global fleet management software company leverages brand perception and sentiment analysis across international markets to maximize market specific opportunities and stay ahead of competitor moves.  


Ontario-based Fleet Complete, a Madison Dearborn Partners holding, is a leading North American fleet management cloud-based technology company. The company has global reach serving customers across Europe and as far away as Australia. Creating unique market conditions and competitors to track across time zones and country borders.

Leadership sought a data-driven understanding of how customer sentiment and perception varies across markets and a more direct understanding of their competitors on a market-by-market basis. The company sought to understand quantitatively what was happening in four distinct markets, both English and non-English speaking.


Metric Centric analysts worked with Fleet Complete to identify specific marketplace variables and select competitors to benchmark their findings in an Audience Impact Score Report (AIS) for the telematics marketplace within each targeted region. This single snapshot of Fleet Complete’s marketplace position captured a combined view of market sentiment and perception towards the company and its products over the designated period of time. Entirely data-driven, the report provided quantitative context to the audience demographics, brand presence, and competitive analysis for Fleet Complete. Enhancing the propriety calculations, analysts leveraged specific trucking-industry knowledge, as well as marketplace variable expertise in developing qualitative observations.


Within a matter of weeks, Metric Centric delivered a completed report, including the supporting data sets, to Fleet Complete. The analyst team briefed company leadership on the confidential findings, highlighting clear marketplace opportunities identified during the research process and recommending specific tactical improvement points (TIPs) for Fleet Complete’s consideration. Specific competitor knowledge reinforced which marketplace strategies are working for Fleet Complete, while the supporting data enabled the company to deep dive in discussions  driven by geography, the relevance of industry influencers, and specific external forces.

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