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

If you require any help using this platform, or have feedback for us, email us and we will respond as soon as possible.

If you have already enrolled for this course, you can login here.

Course Information

Difficulty: Intermediate


Course Instructor


From data to insight

Getting the most out of your box office data

How distributors use data to inform marketing strategies

The UK Box Office

Customer Relationship Management (CRM)

Case Study – Picturehouse Memberships

Analytics, Insights & Dashboards


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