South Western picks Acxiom and Tealium to build SCV

south_westernIPG-owned Acxiom has joined forces with data management specialist Tealium to enable South Western Railway to improve the targeting and efficiency of its marketing activities, as the transport sector rebuilds in the wake of the Covid pandemic.

The move is part of South Western’s plans to engage returning travellers with relevant products and services to drive revenue, by consolidating its siloed data into a single 360-degree customer view.

A major initiative will include reassuring customers that travelling on trains is still safe and convenient, which South Western hopes bolster its relationships with both new and existing customers in the long term.

Acxiom and Tealium have now been briefed to create a “best-of-breed” customer data platform that will help consolidate customer data from various sources into one holistic customer view.

In tandem, Acxiom’s will enable South Western staff to use the technology to analyse and activate the customer data so that they can not only reach existing and new customers but have the intelligence to understand who they are.

The ultimate goal for train operator is to use this unified customer intelligence to drive actionable insights that ultimately deliver an enhanced personalised customer experience across all touchpoints.

Acxiom’s head of international Mike Menzer said: “We’re both very proud and excited to partner with South Western Railway on what are new and exciting times ahead for rail travel.

“Utilising omnichannel enabling technologies such as Tealium CDP will mean Acxiom can provide the combined value-added services and data to help the company truly engage and build better relationships with their passengers in a more personalised way.”

Acxiom’s CDP suite of solutions and services is part of a series of marketing transformation offerings that the company launched in 2020 as part of plans to deliver what it claims are more innovative, integrated solutions to the market.

Tealium EMEA senior vice-president and general manager Lindsay McEwan added: “We know that technology alone is not the answer. And that’s why the relationship with South Western and our partners at Acxiom is essential, as we work together, to realise the goals and roadmap that the client has laid out. This is the start of an exciting journey.”

South Western’s advertising account is currently out to pitch, with the help of AAR. Incumbent Engine, responsible for the 2018 summertime poster campaign (pictured) is fighting it out against two other unnamed agencies.

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