The Client

Northern, the trading name of Arriva Rail North, is a train operating company in Northern England and is a subsidiary of Arriva Trains UK.

Lost in data

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

Getting on track

We integrated all the data into Edit’s in-house data marketing product CDP. This gave Northern a single view of its customers, while our marketing technology enabled the company to unlock the insights in its data.

Unique content for each individual

We mapped customer journeys for each niche group based on customer type, activity and communication preferences, location, frequency of travel and their commercial value to Northern Rail.

First class service

Using best in class practice, Edit also created a suite of supporting dynamic content templates deeply rooted in data, to make sure that Northern communications stayed on track.

The results

Northern’s marketing teams can now visualise and segment customers to execute more personalised and targeted campaigns, resulting in:

5% targeted increase in sales, 131% increase in sales, 21% increase in conversion rates


Targeted increase in sales


Actual increase in sales


Increase in conversion rates

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