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© 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
Customer Success
Customers across the world
900+Strong Foundation
Renewal rate with funds to support innovation
95%+Corporate Info.
Leader in Data Blending and Advanced Analytics
© 2014 Alteryx, Inc. | Confidential
Intuitive workflow for
data blending and advanced
analytics leading to deeper insights in hours, not
weeks Through Intuitive Workflow
Deeper Business Insight
In Hours Not Weeks
4
© 2014 Alteryx, Inc. | Confidential
Rep
ort
The Alteryx Solution For Analyst Enablement
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All Relevant Data
Access, cleanse, and blend data with unique packaged data options
Rapid design of predictive analytics with unique spatial
understanding
Packaged Market & Customer Data
Consumerize the use of sophisticated analytics
Enrich
An
aly
ze
Ble
nd
Text
© 2014 Alteryx, Inc. | Confidential
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.
© 2014 Alteryx, Inc. | Confidential
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
© 2014 Alteryx, Inc. | Confidential
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
© 2014 Alteryx, Inc. | Confidential
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.
© 2014 Alteryx, Inc. | Confidential
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
© 2014 Alteryx, Inc. | Confidential
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
© 2014 Alteryx, Inc. | Confidential 12
© 2015 Alteryx, Inc. | Confidential© 2015 Alteryx, Inc. | Confidential
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Questions?