Customer experience analytics and loyalty program trend analysis at Golden Screen Cinemas

This technical report details an analytical study conducted within the Customer Experience Department at Golden Screen Cinemas Sdn. Bhd. (GSC), a leading cinematic exhibitor in Southeast Asia. The primary objective of this study was to execute data extraction, transformation, and visualization to derive actionable business insights regarding movie performance, loyalty program redemption trends, and festive season customer behavior. The methodology heavily utilized Structured Query Language (SQL) to extract data from GSC's Datamart, alongside the Ascentis CRM and One Ticket systems to retrieve demographic and transaction records. Subsequent data cleaning and visualization were performed using Microsoft Excel and Power BI. The results indicated that targeted movie titles, such as Venom: The Last Dance, predominantly attracted young adult males who preferred special USP halls. Furthermore, the analysis of the GSC Rewards program revealed a peak redemption rate of 35% in November 2024 due to effective promotional strategies. Additionally, festive season analysis demonstrated that average customer spending surged to RM 63 per transaction during the Chinese New Year period, compared to a baseline of RM 58. These insights are pivotal for GSC's marketing team to tailor future promotional campaigns, optimize loyalty rewards, and sustain maximum audience engagement