utilizing customer loyalty data to improve screen profitability

© 2014 Alteryx, Inc. | Confidential

Using Customer Loyalty Data to Improve Profitability

Presented by…

Matt Madden, Director, Product Marketing, Alteryx

Katherine Goff Inglis, Head of Analytics, Cineplex

© 2014 Alteryx, Inc. | Confidential #inspire15

Agenda

Introductions

• Alteryx

• Cineplex Inc. & Analytics Team

Use Cases

1. Predict Demographic Profile for New Films2. Forecasting Demand for Films by Location 3. Trade Area Analysis using Customer Loyalty Data4. Personalized Marketing for Upcoming New Release Films

Questions

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© 2014 Alteryx, Inc. | Confidential 3

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Introduction - Cineplex Inc.• Cineplex is one of Canada’s leading entertainment

companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world.

• Cineplex operates numerous businesses including theatrical exhibition, food services, gaming, alternative programming (Front Row Centre Events), Cineplex Media, Cineplex Digital Solutions, Cineplex Digital Networks, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices.

• Cineplex is also a joint venture partner in SCENE – Canada’s largest entertainment loyalty program.


Analytics Team @ Cineplex

• Executing advanced analytics to increase cash flow and profitability through intelligent decision support systems.

• Promoting a data driven culture by expanding access to self-serve analytics and data driven insights.

• Centre of Excellence for Data Analysis supporting decentralized analysts & managers across all business units – Theatre Operations, Food & Beverage, Media & Advertising, Digital Signage


Predict Demographic Profile for New Release Films

Business Problem

Identify the key audience for new films before their release to inform decision making

Challenge

Every week new films come out & there are very few data points available prior to release

Solution• Customer loyalty data and film attribute data (genre,

ratings)• Use Alteryx to build models to predict the composition of the

audience based on 13 age & gender segments.• Combine results from 13 models to predict the % of

demographic audience and identify key segments over-indexing


Forecasting Demand for Films by Location

Business ProblemNeed to improve the guest experience in theatre, staffing decisions need to be based on demand for available film product

Challenge

Staff theaters more effectively by predicting location specific demand levels for films that are playing

Solution• Use Alteryx to create a “forecasting module” consisting of

multiple models that work together to produce a forecast for each film, location and business day.

• Utilize macro functions to test forecasting module accuracy against a 52 week sample from the past.


Trade Area Analysis using Customer Loyalty DataBusiness Problem

Trade Area Analysis is required by executives & managers in theatre operations, real estate & marketing to: • Identify opportunities for additional premium screens• Analyze cannibalization of nearby theatres • Target marketing activities by geography

Challenge• Tedious task of ad hoc analysis for COE analysts• Lag time to insight/static delivery format

Solution• With Alteryx, automatically refresh a dataset of customer

interactions with theatres blended with location attributes data

• With Tableau, business users get self-service access to the dashboard


Personalized Marketing for Upcoming New Release FilmsBusiness Problem

Provide loyalty members with relevant communications for new release movies to increase attendance and member satisfaction with the loyalty program.

Challenge

Need to determine who to communicate which new release films to without past purchase data.

Solution• Use Alteryx Market Basket analysis with advance ticket

purchase from loyalty members to identify companion films

• For each member generate an “interest score” for new movies using consumer behavior data for companion films, and other film attributes like actors, directors, ratings & genres

utilizing customer loyalty data to improve screen profitability

Data & Analytics