Data-Driven Marketing Online Course

Welcome to the ICO’s DDM: Data-Driven Marketing online training course.

In the following seven lessons, you’ll hear from some of the industry’s leading experts in marketing, with a specific focus on how you can use data to better engage with your existing audience, or approach new audiences that may have been out of reach until now. Within these lessons, you’ll find a choice selection of case studies from organisations with exceptional experience in using data as a core part of their marketing.

With technology developing on an almost daily basis, the plethora of tools available to marketers within film exhibition is forever expanding, and it can be difficult to discern which are truly worth dedicating your time to. By the end of this course, we hope that you will have a clearer idea of how to most efficiently use data to market your cinema effectively, reach a wider audience and share your love of cinema.

This version of the course was produced during September-October 2020, during the coronavirus pandemic, and some elements have been tailored to focus specifically on this issue. The effects of the pandemic are obviously being felt by film exhibitors across the globe, and due to the ever-changing nature of the sector at the moment, there will be minor aspects of the course that directly reflect the period in which it was filmed.

In your own time and at your own pace, by working through these lessons you will gain knowledge, expert insights and new techniques that you can immediately begin using in your cinema or at your festival.

Estimated time for completion: 5 – 6 hours

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Course Information

Difficulty: Intermediate

Categories: Marketing

Course Instructor

Catharine Des Forges Author

• Lessons

  • Introduction
    • Introduction to Data-Driven Marketing
    • A bit more about you
  • From data to insight
    • Lesson introduction – From data to insight
    • Your sources of data
    • Your barriers
    • Your data-driven goals
    • Data collection essentials
    • Data-driven marketing process example
    • The principles of data-driven success (Part 1)
    • The principles of data-driven success (Part 2)
  • Getting the most out of your box office data
    • Lesson introduction – Getting the most out of your box office data
    • Types of data and research
    • Data maturity
    • Behavioural segmentation
    • Geographical segmentation
    • Demographic segmentation
    • Attitudinal segmentation
    • Planning
  • How distributors use data to inform marketing strategies
    • Lesson introduction – How distributors use data to inform marketing strategies
    • Data sources for distributors
    • Pre-campaign: comps and media analysis
    • Pre-campaign: audience analysis
    • Active campaigns
    • Advertising results
    • Exit polls
  • The UK Box Office
    • Lesson introduction – the UK box office
    • UK box office 2019
    • Audience desires
    • Estimating box office success
    • The multiple
    • Guess the multiple
  • Customer Relationship Management (CRM)
    • Lesson introduction – CRM
    • Principles of CRM
    • CRM now
    • Privacy
    • Trust
    • Power
    • CRM checklist
  • Case Study – Picturehouse Memberships
    • Lesson introduction – Picturehouse memberships
    • Who are Picturehouse Cinemas?
    • The membership scheme
    • Breaking down the offer
    • Data from memberships
    • Top tips
  • Analytics, Insights & Dashboards
    • Lesson introduction – Analytics, insights & dashboards
    • Issues with analytics
    • Google Analytics
    • Social media
    • Bringing it all together
    • Creating a dashboard
  • Conclusions
    • Wrap-up
    • Evaluation