c2c: Econometric lead planning

c2c, a UK train operating company, identified scalable opportunities by developing several tests, which were analysed in order to maximise ROI.

Campaign background

As part of c2c's new franchise agreement with the Department of Transport, they committed to increase marketing spend at a 6:1 ROI target.

The brief was to identify scalable opportunities and have measurement in place to ensure they were delivering.

Strategy

One of c2c's main challenges was that it is a 'turn up and go' railway, meaning very little data is available on purchasers of leisure tickets and the factors driving them to make a journey.

c2c needed to understand whether the activity had been effective and to account for the diverse reasons for travel that varied along...

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