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Event Cinemas wanted to understand more about their customers in a specific Auckland suburb. The overall aim was to increase viewing at that suburb’s theatre, as the site was experiencing low occupancy, particularly in the evenings.
A clearer picture of those in their catchment area was necessary to enable Event Cinemas to create informed marketing strategies and initiatives that would appeal to their target market.
Datamine used data from Event Cinema's loyalty programme, and the national census to create a demographic profile of the specified catchment area, as compared to the rest of the Auckland region.
Datamine was able to evaluate the catchment area population size and provide a breakdown by household composition, age, income and ethnicity.
As a whole, the catchment area was not very different from the rest of Auckland, however, there was a large variance in socioeconomic status and a markedly larger proportion of certain ethnic groups than others.
These results are enabling Event Cinemas to run marketing activities tailored to the demographics of their catchment area.
Price variances are being considered in order to cater to both ends of the socioeconomic scale, and one cinema is possibly going to be dedicated solely to subtitled language films catering to the prime ethnic group of the catchment area.
As a result of the project, Event Cinemas achieved a much clearer picture of that suburb’s cinematic preferences and has been able to alter their marketing accordingly.
A large international entertainment business faced a significant year-on-year revenue decline from their loyalty base and limited understanding of why it was happening. With budgets forecasting increases, there was a need to do something quickly. Despite the business having significant internal analytics capacity, it was unable to come up with an effective answer, so contracted Datamine to examine the problem in an exploratory piece of work.
Datamine pulled thousands of variables and performed a comprehensive data mining exercise, pinpointing that the problems were due to several seemingly benign strategic changes in product mix, promotions, staffing levels, and pricing.
Having specifically identified the issues, Datamine worked with the business to plan and execute a revised strategy which reversed the decline and the $60k project delivered a net gain of several million dollars of revenue over the following six months.
A major entertainment client wanted to take a more individualised approach to their customer contact programme rather than communicating with customers in a traditional ‘blanket’ approach.
The aim was to tailor communications to each individual customer’s requirements. As well as avoiding over-mailing customers, or contacting them with inappropriate, irrelevant or untimely messages, this would enable a more efficient use of marketing budget.
Datamine worked with the client to identify customer ‘lifecycle’ touchpoints according to individual requirements at appropriate stages of the relationship. Analytics and predictive modelling were planned into the process to:
The organisation implemented the suggested changes, with the models being run in conjunction with each other, alongside their active loyalty programme. This added an increased level of sophistication to the company’s marketing programme.