Datamine provides analytics solutions for floor optimisation, application development, customer segmentation, problem gamer recognition, loyalty scheme development, fraud detection and more for a number of Australasia's large media and entertainment companies.
Scroll down to find out how Datamine has helped these organisations respond to typical challenges that face the media and entertainment industry.
THE CHALLENGE
In line with their goal to be a world-leading lottery organisation dedicated to delivering the maximum benefit to New Zealand communities, Lotto regularly monitors customer penetration within the market and is interested in extending that knowledge by assessing the online gaming habits of Kiwis.
Lotto noticed an increase in the number of gaming sites reaching out to New Zealanders with the promise of a win enticed by lucrative new player bonuses, such as ‘Get $1,000 free’. With little robust information available about the performance of the online offshore vendors, Lotto contacted Datamine about performing an analysis to understand how New Zealanders are interacting with online gaming sites to inform future strategy.
THE SOLUTION
As part of Datamine’s analysis for Lotto, we created a report covering the following information from the past three years:
Using our Business Insight data, we identified the relevant merchants and transactions in order to provide Lotto with a rounded view of the above factors. During the analysis, we discovered useful insights about online gaming in New Zealand – including that participation is increasing (up 58% since 2015), as is annual spend (up over 100% since 2015).
THE RESULT
The findings from the analysis have proved very useful for Lotto and show a growth trajectory for the online offshore gaming market in New Zealand.
The information has provided Lotto NZ with a robust, empirical based understanding of the wider market trends and has also been used in discussions with both the Board and industry regulators.
THE CHALLENGE
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.
THE SOLUTION
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.
THE RESULT
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.
THE CHALLENGE
QMS is an organisation that manages outdoor media displays throughout New Zealand and Australia. In order to sell advertisement slots on billboards, digital billboards and buses, they need to provide the client with a sense for what kind of person might be seeing the ads, at what time, in what location etc.
They realised that they needed a data-driven way to do this, so they got in touch with Datamine about creating an analytical solution that would deliver the measurement and insights needed.
THE SOLUTION
Our team of product managers, data scientists and UX developers worked with QMS to produce an application called The Datalab. It uses external data, such as aggregated Census, banking and mobile location information, to show QMS clients what the potential reach of their media campaign would be.
The application effectively manages access rights and a number of different permission levels, dictating not only what can be seen, but also the scenarios and calculations that can be run.
THE RESULT
The platform is an ongoing partnership, and The Datalab is at the heart of every campaign recommendation QMS delivers to its customers. They’ve been thrilled with the results of the platform, as have their clients – in the words of one customer, “QMS’ reach and frequency measurement tools enable us to effectively optimise our out-of-home advertising campaigns by assessing various scenarios to ensure we deliver to our clients objectives.”
Since QMS began working with Datamine, turnover has doubled.
THE CHALLENGE
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.
THE SOLUTION
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. These results were then visualised and presented back to the client.
THE RESULT
Having specifically identified the issues and highlighted them to the client, Datamine worked with the business to plan and execute a revised strategy which reversed the decline - the $60k project delivered a net gain of several million dollars of revenue over the following six months.
THE CHALLENGE
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.
THE SOLUTION
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 RESULT
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.
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