Improving marketing effectiveness for a national cinema operator
Applying advanced analytics to increase insights and reduce time to value.
The project in Numbers
90% REDUCTION in the total Time to insight, from weeks to hours.
at least 1 FTE FREED UP to focus on more value-added activities.
THE Solution WAS designed, developed and implemented in 4 weeks.
Reduced time to insight, abandoning one-off, time-consuming and labour-intensive customer data analysis.
Greater reporting automation with customised and shareable analysis through interactive dashboards.
Effectiveness of marketing initiatives assessed to define campaigns lifecycle across their whole network.
Using customer data to optimise marketing strategies
A leading national cinema operator was keen to improve their marketing effectiveness by optimising its campaigns through a faster and more accurate understanding of its customer data. A key area of focus was to evaluate how effective the company's current marketing initiatives were in increasing sales revenue.
Although the company had been collecting data for years, it did not have a straightforward and user-friendly way to produce regular analysis that could support its Sales & Marketing teams in decision-making. They wanted to apply statistical rigour to the analysis as well as provide greater automation in the manipulation of data and presentation of the analysis.
Assessing effectiveness through custom, advanced data analysis
Our solution combined the use of Alteryx for advanced data analytics and Tableau for interactive visualisation. Marketers are now able to customise their analysis and control groups and determine if incremental improvement statistically exists and by what amount.
Tableau allows users to transform the output of their analysis into interactive dashboards, giving them insights on the effectiveness of marketing initiatives in different demographic groups. The custom visualisations enable them to assess which campaigns they want to extend, stop or repeat across their whole network.
"'Concentra helped us to get to the insight faster and set up a repeatable process we can now manage ourselves."
HEAD of ANALyTICS
Tableau is a leading data visualisation software. From building dashboards and providing training to implementing enterprise Tableau Server solutions our experts not only know the technology inside out, but how to apply it to solve business problems.
Alteryx is a solution for data blending and advanced analytics helping you move from data to insight, fast. Our experts' ability to integrate technologies such as R and Tableau with Alteryx for statistical modelling and data visualisation makes for one powerful combination.