Case Study
Moviematcher
iVOX bvba
research facilitators
Kinepolis
movie theaters
Nieuwsblad - Vers l’avenir
media partners
Stakeholders
Kinepolis has an extended newsletter database but used to send out the same information, offers, movies, … to each person.
Research by iVOX* showed that personalized and relevant offers are not only highly wanted by customers (60%), but also have a higher success rate** (+ 30% in comparison to non-personal mail).
* conducted in march 2011, representative sample for Belgian customers
** opening rate and action rate
Starting point
Targets
Segmented database of customers
Relevant clusters of customers, based on movie preferences
Qualitative enlargement of the database
Media exposure
• Qualitative research to set up segmentation
model with drivers
• Quantitative validation of the segmentation
model with cluster and factor analysis
• Validated algorithm integrated in
iCOMPARE to segment population
Research setup
iCOMPARE
Share and compare with
friends via social media
Compare to significant
others
Immediate & relevant info
Different question
types
Start the buzz
Movie Matcher
Movie Matcher
Movie Matcher
Movie Matcher
115 000 unique
participants Segmented database
for personalized mailings & offers
Media exposure on & offline
Over 2.3 million page views used for advertising
Results
Other Success Stories Stem van Vlaanderen / La voix des Belges (click to view)
political profile for VMMtv
> 800 000 participants
Vesuvius (click to view)
What kind of man are you?
110 000 participants
Ruimte voor morgen (click to view)
Urban, city and town
planning for the Flemish
government
80 000 participants
+32 16 22 62 14
www.ivox.be
@ivox_be
Contact