South Western Railway Case Study
- 15%+ ROAS uplift with CDP and tag management optimisation
Dexata partnered with South Western Rail, a large train operating company in the South of England, to optimise their Customer Data Platform capabilities, helping them achieve an increase of 15 % in ROAS and 138% increase in paid media impressions.
Industry
Transport
Location
London – UK
Solutions
- MarTech Architecture
- CDP Optimisation
- Identity Resolution
- Server-side CAPI Enablement
- Tag Management
- Training and Enablement
Results
- 138%+ increase in impressions.
- 15%+ increase in ROAS.
- 70 % increase in conversion rates for Look-a-like modelling.
BACKROUND
South Western Rail engaged Dexata to support them in auditing their data estate, making and implementing recommendations, to enable them to build a strong, future proof, data foundation.
South Western Rail’s customer data platform had disjointed data pipeline, and they were not using their platform to its full capabilities, resulting in reduced ROI.
words from a sponsor
“Dexata are pivotal in providing impartial subject matter expertise across CDP and GTM platforms. Their work has enabled us to accelerate our ‘lead with digital data’strategy, building a stronger, scalable data foundation. This has created a useable framework for future innovations helping with 2026 ABP planning. Standout deliverables include tagging architecture and CAPI integrations, both of which have increased digital ROAS northwards of 15%. Projects have been delivered on time, professionally and they are extremely pleasant to work with.”
Richard Barker, Digital Transformation Lead
Solution
Dexata optimised South Western Rail’s CDP and Tag Management setup through:
- Optimising their Identity Resolution web and app.
- Implementing server-side CAPI across Paid Media channels.
- Re-designingweb and app data layers for improved data collection.
Value Realisation
Since Dexata implemented the recommended optimisations to South Western Rail’s Customer Data Platform and Tag Management Platform, the commercial uplift has been considerable.
Return on Advertising Spend (ROAS)
Paid Media Impressions
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