Pango+, a parking app with more than 1 million users, approached Moburst with two goals: increase their market share by acquiring new active users, and to reduce its operational costs by influencing customers to use the app when parking their car, rather than calling Pango+’s call center (a legacy behavior developed before smartphone apps were available). Moburst was also provided with separate Cost Per Acquisition (CPA) targets for two segments – new service subscribers and existing service users who switched to using the app instead of the call center.