Prior to November 2005, First ScotRail target audiences were defined in basic demographics. This seriously limited the accuracy of their media targeting. Working closely with them, Feather Brooksbank profiled their customer base using existing passenger data to develop a segmentation that would make an impact across the whole business, but most importantly improve the ROI of any advertising activity. The work increased ROI by 315% and 876% in two of the biggest advertising campaigns. These increases were achieved in spite of a largely negative context