SOURCE: Webtrends

Webtrends

May 25, 2010 08:00 ET

Now Showing at Cineworld: Facebook Share Measurement Insight Directed by Webtrends

Webtrends Analytics Delivers Measurement Capabilities for Cineworld on Its Facebook "Likers"

PORTLAND, OR--(Marketwire - May 25, 2010) -  Cineworld, the UK's second largest multiplex cinema chain, is working with customer intelligence specialist Webtrends to gain unique insight into the performance of its Facebook marketing investments, identifying which of its "likers" using its Facebook Share application are the most influential.

Facebook's popularity is well documented with over 400 million users spending an average of almost an hour per day on the site. Tapping into this huge opportunity, Cineworld launched a dedicated Facebook Share application allowing users to easily share cinema and film content with their online network of friends. Webtrends is working with Cineworld to deliver key insight into usage of the application, enabling Cineworld to measure ROI.

"We work with Webtrends to provide performance indicators across all our platforms, including the website, mobile and now Facebook Share," comments Farid Sehad, Channel Marketing Executive, Cineworld. "Now that we have that view, we can compare our investment in Facebook with other digital channels, helping us to decide which platform will be most appropriate for the promotion of particular films. This allows us to modify the application, providing a better experience for our likers overall."

Cineworld's Facebook page has more than 25,000 likers that come together to discuss movies, view trailers and see what is currently playing. The Facebook Share application was tagged and tracked by Webtrends, providing Cineworld with a view of exactly who is going to see what film. This identifies which films are gaining the most exposure within social media discussions, whether they are a Cineworld liker or a general Facebook user.

"The campaign micro-site has taken a back-seat to investments in Facebook fan pages. A Facebook page is simple to create and launch, making it a no-brainer for businesses that want to reach a mass audience via the world's most popular, and rapidly growing, digital channel," commented Jascha Kaykas-Wolff, vice president of Marketing, Webtrends. "But without the ability to measure their investments and compare them like for like with other digital channels, businesses like Cineworld would be marketing blindly. With Webtrends, Cineworld can now comprehensively measure Facebook beyond the application level, and can include the results alongside other Key Performance Indicators measured across the business."

Webtrends also provides insight into traffic driven to the page from Twitter. As Cineworld anticipates an announcement from Twitter regarding an API that will allow a similar process to the Facebook Share to occur via the micro-blogging platform, Twitter is a potential future focus for Cineworld.

Warren Kerrigan, CTO of Can Factory -- the developers behind Cineworld.co.uk who have also developed the Facebook application -- comments, "The main advantage of this integration is the constant exposure Facebook users will get when their friends use the site to book tickets, rate films or even arrange cinema trips."

About Cineworld
Cineworld Group was founded in 1995 by the current senior management team and is now one of the leading cinema groups in the UK. The Group operates 77 sites of which 72 are multiplex sites. Cineworld's portfolio includes five out of the ten highest grossing cinemas in the UK and Ireland including the number one and two (Glasgow and Dublin). In 2007 Cineworld successfully floated on the London Stock Exchange.

For more information and cinema information please visit, www.cineworld.com.

About Webtrends Inc.
 
Webtrends is an enterprise customer intelligence company that turns online and offline data into understanding. We help organizations realize a competitive advantage by providing insight-driven optimization of their digital channels. Our leadership extends beyond the web analytics industry we founded in 1993 to the measurement, optimization and integration of all digital content and customer intelligence, including web sites, social media and paid-search advertising. Our products and services are trusted by thousands of leading brands and global organizations, including Microsoft, Toyota, The Coca-Cola Company, The New York Times and General Mills. You can learn more about Webtrends products and services at Webtrends.com or call 1.877.932.8736. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners.

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