Using data analysis to better understand customers and improve revenue


The Client

Northern is the primary train operator in the north of England and operates at more stations than any other train company in the UK.

The Challenge

Northern had a huge amount of data but were struggling to make sense of it and fully understand their customers. They knew that if they could better analyse the data, they could redevelop their customer experience and improve sales, conversations and revenue.

The Approach

We integrated all of Northern’s available data into Edit’s own in-house data marketing product, Envision. This gave Northern a single view of its customer base, as well as the ability to use our technology to unlock greater insight and utilise segmentation.

We mapped customer journeys for each niche group based on:

Customer type
Activity and communication preferences
Frequency of travel
Commercial value to Northern

Using best-in-class practice, Edit also created a suite of dynamic supporting content templates deeply rooted in data. This was done to ensure Northern communications stayed on track.

The Results

Northern’s marketing team can now simply visualise and segment customers, giving them the insight to execute more targeted campaigns. This has resulted in a 21% increase in conversion rates and a 131% increase in sales.



targeted increase in sales


actual increase in sales


increase in conversion rates

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