AI-Driven Attribution for Public Transportation

Challenge

Nordjyllands Trafikselskab (NT) needed a clear way to understand how their digital campaigns influence actual traveler behavior. They had rich rejsekort (travel card) data, but no way to combine it with marketing activity, making digital impact impossible to measure.

The Problem

No link between rejsekort data and campaign performance
No way to see if marketing influenced real travel patterns
Data stored in disconnected systems
Time-consuming reporting and manual analysis

Solution

We implemented Marmalade, enabling NT to connect their key datasets and track the real impact of digital activation.

Connected Data: Rejsekort data unified with campaign activity.
Central Data Warehouse: A scalable cloud setup for all insights.
AI Analytics: Granular understanding of campaign-driven travel changes.
Impact Measurement: Clear attribution between marketing and ridership.

Technology Stack

Azure cloud data warehouse
Marmalade AI analytics engine
Integrations with rejsekort and campaign platforms
Power BI dashboard

Results

Enabled route-level and local insight into campaign impact
Direct attribution from campaigns to real passenger movement
New KPI framework linking marketing spend to behavior
Significant reduction in reporting time

Business Impact

Marketing impact can finally be measured
Budgeting becomes evidence-based
Faster reporting and clearer decision-making