• Recruitment: Sinclair Knight Merz

• Makro

• Recruitment: Connect Group

• Lakeland Leather

• California Travel and Tourism Commission

• Recruitment: Booths

• Recruitment: Rilwood Associates

• Daihatsu

• Erskine

• Matalan

• Glasgow City Marketing Bureau (GCMB)

• Craghoppers

• UFC hits the UK

• First ScotRail

• Pomegreat (Chartered Brands)

• Scottish Enterprise, Business Gateway

Case Studies

First ScotRail

Using Data To Improve Targeting

Having collated and enhanced numerous data sources to create a workable database, First Scotrail were keen to gain more insight from this.

We created a detailed analysis of their database using Scottish ACORN profiling. Separate customer profiles were identified for the 8 main journey types. Media was then planned against the media habits of these segments. The resulting campaigns produced increases in return on investment in excess of 315%.

Ellie Murphy, Head of Marketing at First Scotrail, said:
“Like any commercial organisation, our return on marketing expenditure is under close scrutiny. The profiling work undertaken to date has had a positive influence on the way in which we plan and buy media, ensuring the close targeting of promotional messages and minimising wastage. This is now evident with clear improvements in passenger revenue generated from these campaigns”

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