Dataiku Case Studies Trainline's Global View of Marketing Acquisition through IoT

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	Trainline's Global View of Marketing Acquisition through IoT Dataiku

Trainline's Global View of Marketing Acquisition through IoT

Dataiku

Technology Category	Analytics & Modeling - Real Time Analytics Automation & Control - Human Machine Interface (HMI)
Applicable Industries	Equipment & Machinery Transportation
Applicable Functions	Sales & Marketing
Use Cases	Public Transportation Management Real-Time Location System (RTLS)
Services	Data Science Services Training
Challenge	Trainline, Europe’s leading independent train travel platform, faced a significant challenge in monitoring and improving their marketing acquisition. With paid campaigns running 24/7 and users interacting with those ads around the clock, static dashboards were no longer sufficient. The company needed a dynamic, real-time data solution to provide the most accurate marketing insights. They had a technical team within the marketing department tasked with creating aggregated, centralized dashboards focused on Trainline marketing acquisition efforts. However, this ambitious endeavor required data science skills and a tool robust enough to blend and support multiple data formats and sources to track acquisition according to certain parameters. The challenge was to find a tool that would allow the technical team to improve and upgrade their skills while also satisfying the marketing department’s requests quickly and efficiently. Read More
About Customer	Trainline is Europe’s leading independent train travel platform and retailer of rail tickets. It sells tickets worldwide on behalf of 48 train companies, helping their customers make more than 100,000 smarter journeys every single day in and across 24 countries. Trainline is a one-stop shop for train travel, providing customers with a complete set of travel options. As an online marketplace, Trainline has always been convinced that data adds value for marketing teams. That’s why early on, they created a technical team within the marketing department tasked with creating aggregated, centralized dashboards focused on Trainline marketing acquisition efforts. Read More
Customer Name	Trainline Read More
Solution	To address these challenges, Trainline turned to Dataiku. This tool allowed them to save time by using its workflow development features to duplicate workflows across teams and projects. This eliminated the need for data scientists to continually repeat processes when creating similar workflows. Dataiku's flexibility and coding features enabled Trainline to blend multiple data sources and create dedicated custom connectors to gather all data formats. The tool's whitebox interface allowed for instant detection and resolution of data process hiccups without having to start the whole process again from the beginning. Furthermore, Dataiku’s collaborative features, web interface, and click-and-drag options empowered teams to work together regardless of technical ability. Without Dataiku, the marketing team would have to rely on the technical team to continually provide or update data, which would be inefficient and ineffective for both teams. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Automation & Control - Human Machine Interface (HMI)

Applicable Industries

Equipment & Machinery

Transportation

Applicable Functions

Sales & Marketing

Use Cases

Public Transportation Management

Real-Time Location System (RTLS)

Services

Data Science Services

Training

Challenge

Trainline, Europe’s leading independent train travel platform, faced a significant challenge in monitoring and improving their marketing acquisition. With paid campaigns running 24/7 and users interacting with those ads around the clock, static dashboards were no longer sufficient. The company needed a dynamic, real-time data solution to provide the most accurate marketing insights. They had a technical team within the marketing department tasked with creating aggregated, centralized dashboards focused on Trainline marketing acquisition efforts. However, this ambitious endeavor required data science skills and a tool robust enough to blend and support multiple data formats and sources to track acquisition according to certain parameters. The challenge was to find a tool that would allow the technical team to improve and upgrade their skills while also satisfying the marketing department’s requests quickly and efficiently.

About Customer

Trainline is Europe’s leading independent train travel platform and retailer of rail tickets. It sells tickets worldwide on behalf of 48 train companies, helping their customers make more than 100,000 smarter journeys every single day in and across 24 countries. Trainline is a one-stop shop for train travel, providing customers with a complete set of travel options. As an online marketplace, Trainline has always been convinced that data adds value for marketing teams. That’s why early on, they created a technical team within the marketing department tasked with creating aggregated, centralized dashboards focused on Trainline marketing acquisition efforts.

Customer Name

Trainline

Solution

To address these challenges, Trainline turned to Dataiku. This tool allowed them to save time by using its workflow development features to duplicate workflows across teams and projects. This eliminated the need for data scientists to continually repeat processes when creating similar workflows. Dataiku's flexibility and coding features enabled Trainline to blend multiple data sources and create dedicated custom connectors to gather all data formats. The tool's whitebox interface allowed for instant detection and resolution of data process hiccups without having to start the whole process again from the beginning. Furthermore, Dataiku’s collaborative features, web interface, and click-and-drag options empowered teams to work together regardless of technical ability. Without Dataiku, the marketing team would have to rely on the technical team to continually provide or update data, which would be inefficient and ineffective for both teams.

Impact #1	Thanks to Dataiku, Trainline teams have been able to quickly improve their marketing dashboard and get a real-time view on marketing budget allocation. They have also significantly increased data capacities. The solution has not only improved the efficiency of the technical team but also empowered the marketing team to access the data they need without relying on the technical team. This has led to a more efficient and effective workflow, enabling the company to make more informed decisions about their marketing acquisition efforts.

Impact #1

Thanks to Dataiku, Trainline teams have been able to quickly improve their marketing dashboard and get a real-time view on marketing budget allocation. They have also significantly increased data capacities. The solution has not only improved the efficiency of the technical team but also empowered the marketing team to access the data they need without relying on the technical team. This has led to a more efficient and effective workflow, enabling the company to make more informed decisions about their marketing acquisition efforts.

Benefit #1	Data processes construction time reduced from one month to one week.
Benefit #2	Data engineers have multiplied their efficiency by three.
Benefit #3	Marketing teams can now access the outputs they need in a few minutes.

Benefit #1

Data processes construction time reduced from one month to one week.

Benefit #2

Data engineers have multiplied their efficiency by three.

Benefit #3

Marketing teams can now access the outputs they need in a few minutes.

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Overview

Trainline's Global View of Marketing Acquisition through IoT

Operational Impact

Quantitative Benefit