Cineworld screens film buff data

Cineworld is tracking the influence levels of customers who are sharing its Facebook application in a bid to compare return on investment with other channels. The UK’s second largest multiplex chain is working with Webtrends to track usage of its cinema and film content application and how it is shared across the online network.

“We work with Webtrends across all our platforms; the website, mobile and now to provide performance indicators for Facebook Share,” says 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 and allowing us to modify the app, providing a better experience for our users overall.”

Webtrends has tagged the app to provide Cineworld with insight into who is a Cineworld “liker”, rather than just a general facebook user. The Cineworld Facebook page has over 25,000 members discussing films, viewing trailers and schedules. The data collected shows not just which films are popular, but the heat particular users have in a network. It is also tracking traffic driven from Twitter, which Cineworld may soon be including in its marketing schedule.

Christian Howes, head of analytics engineering at Webtrends, says: “The campaign micro-site is for all intents and purposes a wasted investment. Facebook pages are by comparison incredibly 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 digital channel. But without having the ability to measure their investments and compare them like-for-like with other digital channels, businesses are essentially flying blind.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here