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
