Big-data Helps 'Southpaw' Marketing

July 25-late addition of link to a press release from Cardlytics, whose boilerplate profile describes its big data orientation
   July 24, 2015-Movie distributor The Weinstein Co. (TWC) and theatrical distribution advertising/marketing specialist Palisades MediaGroup are teaming with a “big data” firm to gain insights in consumer moviegoing behavior. Crunching the numbers is Cardlytics, which is an Atlanta-based marketing intelligence services outfit.
   A press release says that Cardlytics will analyze purchasing behavior that assists in consumer marketing for TWC’s Southpaw, which is
TWC and Palisades MediaGroup tap 'big data' to help market Southpaw

the Jake Gyllenhaal drama opening tomorrow. The findings will better identify target audiences for marketing and measure response. “Cardlytics uses its secure purchase data to help Palisades MediaGroup target ‘active moviegoers’ who have purchased movie tickets online and at theater locations,” according to a Cardlytics spokesperson.
   Regarding big data, the Cardlytics claims to access personally non-identifiable bulk purchase data touching 98 million households and 14 million mobile users. The data pool is credit card purchases and also purchases at movie theaters.  
   Arlo Laitin, SVP Media Partnerships at Cardlytics says in a statement that TWC and Palisades Media “will also be able to measure whether the audiences who saw Southpaw promotional trailers purchased tickets in theaters for opening weekend, helping to close the loop from online campaigns to actual ticket sales offline.” The collaboration aims for sophisticated analysis of big pools of digital data.
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