Training Courses

Data-Driven Marketing Online 2020

10/09/2020 - 06/10/2020

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About the course

Do you work in film marketing? Do you want to learn how to collect, analyse and act on data to get big audiences? Since 2017, our Data-Driven Marketing course has been helping cinemas, film festivals and distributors learn how to use data to make informed decisions that lead to big results.

Now, thanks to support from The ScreenSkills Film Skills Fund, the ICO are delighted to present Data Driven Marketing Online – a FREE training programme that brings together experts from digital marketing and audience analytics for a series of online modules taking place in September and October 2020.

This course will show you:

  • How to find and target new audiences for ambitious projects
  • Where you should be spending your marketing money online (and where you’re wasting it!)
  • The marketing approaches top cultural organisations are using
  • What data you NEED to be collecting from your audiences

The deadline for application is midday, Monday 17 August.


10/09/2020 - 06/10/2020


Free (bursaries available for access support, childcare and other caring responsibility costs)

About the course

You will leave this course with a clear idea about what data you should be measuring, what marketing approaches will bring more people to see your films and how you can achieve bigger and more engaged audiences, whatever the film

Among many other practical topics, we will cover:

  • How to turn website traffic into sales
  • How to gather data without being intrusive
  • The implications of GDPR for how you collect and store data
  • Making more of your databases and box office systems
  • How to improve advance sales
  • Making the most of your social media channels
  • The value of cinema loyalty and membership schemes

Who is this course taught by?

The course is taught by experts in digital marketing and audience analytics, and figures from across the film industry who will be able to give you genuine case studies of approaches that work (and help you find them too).

The course leaders are the Independent Cinema Office’s David Sin and Catharine Des Forges, both of whom have decades of knowledge in what makes a difference in venue marketing.

Sessions and speakers confirmed so far include:


Getting the most out of your box office data

Oliver Mantell, Director of Policy Research, The Audience Agency

Data and theatrical forecasting

Delphine Lievens, Box Office Analyst, Gower Street Analytics

How distributors use data to inform their marketing strategies

Jamie McHale, Head of Theatrical Marketing, StudioCanal

Customer Relationship Management (CRM)

Katy Raines, Partner, Indigo

Social Analytics

Katie Moffat, Head of Digital, The Audience Agency


Who is this course for?

We are looking for marketing team members or professionals, who are working at cinemas, film festivals, distribution companies, or are freelance, who are excited about finding new approaches to reach audiences. You should be in a position to drive real change in your organisation and be making decisions about the way marketing budgets are spent.

How is the course taught?

The course will be taught over seven, two-hour online modules (see schedule below). The modules are split between taught sessions designed to increase your knowledge of approaches to analytics and digital marketing, and breakout workshops where you can learn how to identify, find and use data to help you improve your marketing and reach more audiences.

When will the course run?

The seven online modules will take place over four weeks. Each session will take place from 10am – 12pm unless otherwise stated:


Thurs 10 September        From data to insight – some principles

Tue 15 September             Getting the most out of your box office data

Fri 18 September               How distributors use data to inform their marketing strategies

Fri 25 September              Case Studies (Distribution)

Tue 29 September            Customer Relationship Management

Fri 2 October                        Case Studies (Exhibition)

Tue 6 October                      Social Analytics


Please note: all dates and times are subject to change.

This programme is supported by The ScreenSkills Film Skills Fund with contributions from UK film productions.

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