How Marketing Mix Modeling helps Lyria to optimize its campaigns and occupancy rates

In a highly competitive environment—against other rail operators, airlines, or car rental companies—Lyria wanted to strengthen its lead and improve its marketing management. The objective? Optimize ROI, promote the unique nature of its offering, and improve its train occupancy rates. Three priorities were identified:

• Implement a standardized measurement to compare the performance of channels, promotions, and campaigns
• Coordinate marketing initiatives more seamlessly from ticket sales openings to key reservation moments
• Further adapt strategies to seasonal variations specific to rail transport

To support Lyria, Ekimetrics implemented a tailored data marketing strategy, based on advanced models and a thorough understanding of the business challenges of the rail industry, including:

• Deployment of a unique double Marketing Mix (turnover and number of tickets sold), incorporating media and promotion scopes
• Quarterly strategic reporting to support campaign and orchestration decision-making
• An analysis per campaign (and not solely per lever) adapted to the seasonality of the traffic and key sales moments

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This approach enabled Lyria to improve its marketing strategy significantly by linking insights and media orchestration, resulting in:

• Media campaign ROI multiplied by 2.5 since the start of the project (from 1.2 to 3), thanks to a market-focused control system
• An integrated marketing model providing a consolidated view of performance in the French and Swiss markets
• A marketing activation plan aligned with the reality of the demand for and occupancy rates of the trains

Learn more about the Lyria business case.