For those with Audience Insights, Movio’s proprietary Propensity Algorithm™ has been applied to the Movie Insights extension module. This provides a powerful AI-based tool which uses each member’s prior moviegoing history to classify how likely they are to see a particular movie.
Movio’s pioneering algorithm allows you to move beyond binary segmentation to a more granular approach. Rather than simply questioning whether or not a member should see a particular movie, instead consider how likely they are to see it. This insight allows users to create more tailored messaging and the ability to scale the value of incentives to match each moviegoer’s propensity.
Propensity
Propensity is a term used to understand the likelihood of a moviegoer performing a certain action. In Movie Insights, the Propensity Algorithm™ utilizes individual and collective behavioral inputs to determine the relative likelihood that a moviegoer will see a particular movie.
Use cases
We categorize the likelihood of a moviegoer to see a movie in 4 different relative segments.
- Most likely – Members who, based on their past behavior, are most likely going to see this movie. They might just need to be told that tickets are now on sale.
- Likely – Members who are likely to come see the movie, but might require some marketing efforts, such as describing the best way to see the movie, or promoting a collectible popcorn tin tied into the movie.
- Less likely – Members who may require a strategy that relies on incentives, end of lifecycle campaigns, or not considered for a targeted campaign but for a catch-all newsletter type campaign.
- Unlikely – Members who are the most unlikely to see this movie. Members who might be left out of communications for this movie and instead marketed a more relevant title.