Using digital data to build local audiences How we turned our 100 - PowerPoint PPT Presentation

Using digital data to build local audiences How we turned our 100 year old cinema into a digital startup in 12 months (and increased our revenue by 50 percent) Fyrisbiografen 2012-2017 42500 34000 Visitors 25500 17000 8500 0 2012 2013 2014 2015 2016 2017

Audience strategy Increased audience via a data-driven, itera<ve approach Measure results Audience Innova<ons: analysis Hypotheseses Design, based on risk External perform, test and investment analysis Learn

Method • Interviews • ObservaBons • In house knowledge • Digital data

Create awareness Convert Increase frequency

Digital op<miza<on - website Image priority: Conversion opBmized BckeBng system: Exit: -16 % Conversion rate: +23 %

Using data to create unique cinema-going experiences

Value proposiBon Increased Increased Increased audience audience frequency sa<sfac<on The best cinema-going experience in Uppsala Audience Easiest to use on digital The best screenings engagement plaHorms