What do you like best about the product?

Audience creation, de silo of data sources, data ingestion

What do you dislike about the product?

Not intuitive needs to improve analytics, data visualization and channel connections

What problems is the product solving and how is that benefiting you?

2020/21 has been an extraordinary time, with a global pandemic and three national lockdowns changing the way South Western Railway’s customers live, work, and travel.

The crisis has had a significant impact on our business and on our brand. Ticket sales have dropped by up to 80% year-on-year across the network, and footfall in Waterloo remains below pre-COVID levels.

SWR’s core challenge is travelers have fallen out of the habit of taking our trains, eroding their relationship with our business.
SWR believed that there was an opportunity to significantly improve our targeting and efficiency through the use of data to drive revenue.
Key challenges included –
We needed to increase digital sales; online sales are dominated by Trainline, and the return on investment from digital display advertising is not as strong as desired.

We can’t talk to enough of our customers; Only 8% of our CRM database has opted in for marketing. Data silos mean we cannot connect our activities.

We are losing the ability to target and measure digital activity; Functional and marketing cookies are being disabled. This will have a significant commercial impact on targeting and delivery, measurement, and attribution.

Strategy
South Western Railway chose Acxiom and Tealium to create a bespoke best-in-class customer data platform (CDP) to consolidate disparate and siloed data sources into a holistic 360-degree customer view. Customer Data Platforms (CDPs) are the current technology of choice when it comes to big data marketing and a way of bringing together all the data points and insights on customers that a business might capture across every interaction.

The combination chosen also had to work for SWR’s media agency, Seven Stars, to make sure communications on digital and social channels integrated closely with the new technology.

Unlike many typical implementations of CDPs, this was adopted wholesale within SWR. The project required a complete re-engineering of how data can aid the omnichannel activation of the business’ marketing strategy. It’s a significant challenge and requires major cultural changes within an organization to make the adoption a success across the whole business. But by working closely with the right suppliers and partners, Acxiom and Tealium, the project has been able to achieve this – and the results so far have been hugely transformational for how SWR interacts with its customers.
Results

SWR has delivered almost double the anticipated target in revenue and 400% return on investment. Activity has been split across three teams, always-on, campaigns, and partnerships. All three have seen massive uplifts in ROI while providing relevant communications to clients.


Results-focused on -

• New promotions and products - Driven by the insights around customer demand and preferences. For example, Friday theatre travel promotions, new leisure ticket types, and senior saver tickets have all been use cases that have been created and made live thanks to the project’s output.
• Programmatic advertising - thanks to actionable and accessible insights, we’ve experienced a return on investment of 3-1, exceeding even their own KPI set going into the project, which was 2-1.
• Personalisation - Everything the business now does in terms of external communications and marketing takes a lens on personalization. This makes sure we are relevant to our customers at an individual level.
• Omnichannel Expansion - SWR are continuing to expand their digital channels across TV, radio, and out-of-home advertising to raise the profile of SWR and what it can offer travelers.

What do you like best about the product?

Ease to use in all our digital channels.

What do you dislike about the product?

Nothing even the product support its great

What problems is the product solving and how is that benefiting you?

Real time interaction management based on our client's behavior of the site using the real time data managed by Tealium IQ

What do you like best about the product?

Visitor stitching
Trace
Live events
Visitor lookup

What do you dislike about the product?

eventDB is slow and most of the time it just crashes in the middle of the query execution.
Some ES/AS attributes populate in visitor lookup but the when used in rule configuration, it does not work

What problems is the product solving and how is that benefiting you?

web behavioral insights
send data to marketing platforms

What do you like best about the product?

The seamless integration with other Tealium products (Such as iQ & Predict) makes everyday use a breeze. Another big, big advantage is the level of support. No matter what you want or need (or require) the Tealium team is always on standby.

What do you dislike about the product?

AudienceStream is not something you can dive straight in. You'll need a fairly deep understanding of the structure of your data and your setup. You also need to be comfortable with the technical side of things.

What problems is the product solving and how is that benefiting you?

We use Tealium for a wide variety of tasks. We started using Tealium AdienceStream with just 1 case. During the years we've added multiple other cases that benefits us greatly, in terms of improved conversion, reduction of IT efforts and improving the reliability of our data.

Recommendations to others considering the product:

Do not overcomplicate things. Start with a small use case and build from there.

What do you like best about the product?

- zukunftssicheres Setup aufgrund der Verknüpfung von client- und serverseitiger Data Collection
- hohe Flexibilität und großes Einsatzfeld aufgrund vieler vorhandene Konnektoren / Integrationen
- patentiertes Visitor Stitching / Erkennung von Nutzern über verschiedene Devices
- Real-Time Ansatz
- schneller und zuverlässiger Support
- interessanter Austausch in der Community

What do you dislike about the product?

- UI könnte etwas moderner gestaltet werden
- Digital Velocity gerne wieder persönlich, sobald es möglich ist

What problems is the product solving and how is that benefiting you?

- 360 Grad Sicht auf den Kunden
- Bildung und Aktivierung von Audiences
Ansprache von Zielgruppen über verschiedene Kanäle in Echtzeit
- Vorbereitung auf eine Welt ohne (3rd Party) Cookies

What do you like best about the product?

The ability to create new attributes and transform the data in meaningful ways.

What do you dislike about the product?

Limitations in rule creation, like being unable to combine an "OR" statement inside an "AND" or vice versa.

What problems is the product solving and how is that benefiting you?

Tieing together users from dispirate data sources, and creating holistic views of the user.

Recommendations to others considering the product:

Unparalalled as a CDP. Easy to use, but deep with potential complexity. Extremely supportive staff on the Tealium side.

What do you like best about the product?

The platform provides a lot of flexibility with defining custom segments to create and define audiences which can be utilized to power our marketing campaigns immediately after event data comes into the platform.

What do you dislike about the product?

Too many event attributes within the system may bog down the UI, and bulk-editing items may require special tools or assistance which isn't directly accessible within the product.

What problems is the product solving and how is that benefiting you?

This product has helped us to define user segments for real-time campaign retargeting and suppression based on users' interaction on our website, while traditional batch-processing may result in stale data being utilized for our marketing campaigns.

What do you like best about the product?

The ease of creating attributes, audiences,, and connectors

What do you dislike about the product?

The need for data access to analyze audience information

What problems is the product solving and how is that benefiting you?

The union with IQ makes AudienceStream more than a segmentation tool, eliminating the dependency on other tools

What do you like best about the product?

There are tons of helpful training options. The customer support is their number 1 asset as they are quick to respond and are always helpful. Overall, their wide array of tools have allowed us to come up with a solution on nearly every issue or interest that comes up.

What do you dislike about the product?

It can be hard to troubleshoot issues your product is having but the team is always willing to help. At times it feels a bit like a black box in that you know things are happening but not always easy to see exactly.

What problems is the product solving and how is that benefiting you?

Our web tracking previously was not reliable and Tealium has given us a surefire way to observe users' behavior and easily add them to audiences. An example of this is Ticket browse abandoners which we utilize on a daily basis.

What do you like best about the product?

Great price point, leading the middle of the pack, and agile enough to take direction from the front of the pack if believed correct. Big enough to deliver, small enough to innovate.

What do you dislike about the product?

no real issues with the product, currently does what it needs to do..

What problems is the product solving and how is that benefiting you?

Realtime interaction delivering the customers experience, across all channels...