Modeshift’s New Chief Revenue Officer – Margaret Clouston, Talks About Data In Decision-making, Transit Trends & More

Modeshift’s New Chief Revenue Officer – Margaret Clouston, Talks About Data In Decision-making, Transit Trends & More

As Modeshift is boldly opening a new chapter of our story in the industry, we are honored to welcome a new member to our executive team – Margaret Clouston in the role of Chief Revenue Officer.

Maggie Clouston is an established professional with more than 20 years of experience leading and building world-class sales organizations in the public transit industry. In Modeshift she is responsible for driving the company’s revenue growth strategy and execution, and her expertise will play a crucial role in propelling Modeshift into its next phase of growth.

So, let’s dive in and learn more about Maggie.

Ilina Chipilska: Maggie, tell us about yourself. What is your professional background and expertise?

Margaret Clouston: I hold a position on the executive team at Modeshift, overseeing the comprehensive go-to-market strategy encompassing sales, marketing, customer success, and product. My background lies in account management, and I have dedicated almost two decades to the public transit industry. In my early career, I gained valuable experience at Giesecke & Devrient America, Inc. in the Government Solutions division. Most recently, I was privileged to lead the sales, service management, and project operations teams for the East Region at Scheidt & Bachmann USA, Inc.

IC: What is your perspective on upcoming US transit trends?

MC: In the United States, I have observed several trends. Transit agencies are actively exploring opportunities to integrate with other services to attract and incentivize riders to use public transportation. This suggests that Mobility as a Service (MaaS) is rising and likely to gain popularity.

Additionally, there is a renewed interest in fare capping as agencies seek to simplify their fare policies and eliminate barriers for riders when selecting public transport options.

Furthermore, open payment systems are gaining traction, with many agencies requesting this functionality in their new systems. This indicates a growing demand for seamless and convenient payment in public transit.

IC: What role does data play in decision-making?

MC: Data is an essential component in the decision-making process. It empowers transit agencies to make informed choices that can positively impact their operations, including maintenance, route optimization, and engaging with riders. By leveraging data effectively, transit agencies can enhance their overall business strategy and improve efficiency.

IC: Can you expand on how agencies collect their data?

MC: Transit agencies gather significant volumes of data during their daily operations. A few examples that come to mind are fare collection systems and closed-loop cards that capture details on trips completed, transfers, and travel patterns. AVL technology also monitors and acquires information on the whereabouts of buses and trains. Then, there are APC systems that capture info on the number of riders entering and exiting the vehicle.

IC: How does Modeshift enable transit agencies to access its data?

MC: Our system is specifically designed to offer transit agencies a range of comprehensive reporting capabilities. These features are not only intuitive but also highly customizable. This system includes pre-configured dashboards that closely monitors key aspects such as fare sales and ridership. Users gain a holistic view of the overall system performance and trends by utilizing these dashboards. This empowers them to make informed decisions based on concrete data.

Modeshift’s reporting tool further allows for customization, accommodating various time frames and filters. Users can apply specific filters related to fare types, fare media, routes, and more, tailoring their data view to precise periods for a more accurate assessment of the system’s overall performance.

Moreover, our cloud-based platform ensures that our dashboards and reports can be accessed securely from anywhere, allowing staff members to effortlessly monitor performance and make data-driven decisions while on the move.

IC: Alright, let’s end with a bit more about you. What do you like to do for fun? What’s the most recent film you watched or book you read?

MC: Well, I am a homebody, so anything that allows me to chill at home is always at the top of the list, followed closely by long hikes with my dog. The last film I watched was Oppenheimer, and the last book I read was History Begins at Sumer.


Ilina Chipilska is a marketing expert with more than 10 years of experience being involved in a wide range of projects. At Modeshift she manages all marketing activities and the company's online presence.