Deep Analytics for Planeta Kino: Marketing, Customers, Cross-Sales

Tags:

Business Intelligence (BI)

About the project

Analytics worthy of an Oscar: now every decision has a solid foundation

Planeta Kino is a modern Ukrainian cinema chain that has transformed the movie-going experience into a high-tech service. It was the first in the country to introduce online ticket sales, paperless electronic entry, and its own mobile app. Millions of users visit its cinemas every year, and its digital products cover the full customer journey — from choosing a film to buying popcorn.

The client's problem

Planeta Kino needed deeper reporting to support management decisions. The existing tools didn’t allow for analysing key deviations in business metrics or understanding market dynamics.

Key challenges:

No system for building in-depth analytical reports.
Inability to identify the causes behind changes in business KPIs.
Lack of tools for market and competitor analysis.

This limited the company’s ability to quickly assess the effectiveness of its actions, make accurate decisions, and scale management processes.

Case information

We built a management and analytics system that delivers answers — not just reports

The project covered the full cycle: from defining the reporting structure to launching ML models and automating competitive data parsing.
Our approach:
Before building any reports, we began with the structure. Together with the client’s team, we identified four key directions: marketing, customer behaviour, operational efficiency, and competitive analysis. Each report was broken down into clear levels: report – metric – data source.
We split the work into parallel streams:
1) core reporting aligned with the approved structure,
2) R&D to test hypotheses and develop forecasting models.
During development we created a centralised data warehouse, parsers for open-source data, integrations with Google Analytics, and custom processing pipelines. The reporting system covers the entire funnel — from marketing touchpoints to bar sales. This enables customer segmentation, LTV calculations, and performance measurement for every communication channel.

Work results:

After launch, the analytics system became a daily tool for marketing and management decisions. The team now has real-time insights into everything from audience behaviour to channel performance and financial outcomes.
Our client received:
Structured reporting with detailed breakdowns for every metric and its source.
Analytics for marketing activities, pricing decisions, and communication channels.
Customer segmentation and LTV calculations.
Tools to analyse not only ticket sales but bar sales as well.
A centralised infrastructure for processing data from multiple sources.
ML models that support hypotheses and analytical decisions across R&D streams.
The system provides full 360-degree analytics — from the customer’s first touch to the receipt at the bar. Behind the scenes, an ecosystem of parsers, storage, integrations, and models ensures data quality and decision-making accuracy.