Data that matters, with respect for privacy
The client faced a double challenge: how to collect accurate data necessary to gain valuable insights and reach the right target groups. At the same time, the company also wanted to respect the privacy of users and comply with increasingly strict privacy legislation.
To deliver reliable data tracking across all platforms, with user privacy protection and full compliance with applicable privacy regulations.
Server-side tracking with Google Tag Manager and Google Analytics 4. Integration with platforms like Facebook and Google Ads for smoother data flows and better measurement of campaign results. More focus on privacy and accuracy of data.
Kinepolis and iO
Kinepolis is one of the top players in the cinema world, with more than 35 million visitors a year and a focus on delivering the ultimate film experience. In addition to cinema visits, Kinepolis also conducts digital marketing campaigns to reach audiences through various platforms. The company called on iO to improve their data tracking. We implemented server-side tracking with Google Tag Manager and Google Analytics 4, and integrated it with platforms like Facebook and Google Ads.
This resulted in an influx of accurate data, more attention to privacy and better insights without negatively impacting user confidence. The result: Kinepolis can now make data-driven decisions in a world where privacy is becoming increasingly important.
Due to stricter privacy regulations, traditional tracking methods, such as in browser cookies, are less and less effective. This makes it difficult to accurately measure the performance of digital campaigns and what users are doing on different platforms. Kinepolis, which runs campaigns on channels such as Google Ads, Meta and Snapchat, struggled to properly understand and improve their results. They were looking for a way to collect data accurately across all platforms, without compromising user privacy. This challenge was right up our street at iO, with the right technical knowledge already in house and a keen eye for privacy.
Team blending around 3 pillars
At iO, we like to help customers with complex data challenges, while respecting the applicable privacy regulations as much as possible. Together with Kinepolis, we worked on a solution to their data tracking problems. We focused on collaboration and transparency, and brought together diverse teams to improve the reliability of their data and the effectiveness of campaigns. Our approach was based on three principles:
Privacy-first: Comply with GDPR and iOS privacy updates.
Server-side tracking: Bypassing client-side tracking limitations.
Data integration: Seamless integration with platforms like Google Ads and Meta for accurate conversion tracking.
We delivered a server-side tracking solution that integrated perfectly with Kinepolis’ existing marketing platforms. This made it possible to record user interactions more accurately while complying with privacy regulations. A real blockbuster of a solution!
Which services do we put to work for this?
Data analysis & tracking: we provided a scalable and effective tracking solution.
Privacy & compliance: the privacy specialists at Kinepolis guaranteed that the solution complied with all regulations.
Marketing optimisation: by improving data accuracy, Kinepolis can steer its campaigns in a more targeted way and increase their performance.
The result? A more efficient, reliable and privacy-compliant system that helps Kinepolis achieve better marketing results. A happy ending that is even the envy of Hollywood!
The results
More reliable data
With server-side tracking, we improved data reliability for Kinepolis, which provides more accurate conversion tracking. This enables them to make better data-driven marketing decisions and optimise campaigns. A real boost for the results.
Stronger campaigns
With more interaction, engagement and a higher ROI. Through better insight into audience interactions, Kinepolis can optimise ad spending and use resources smarter for greater impact.
Full confidence
Thanks to the advanced tracking, Kinepolis complies with privacy regulations such as GDPR and iOS requirements, ensuring that user data remains fully protected so that they can maintain the trust of their audience. A great stunt, but still: safety first!
Stronger brand
Through better data accuracy and privacy compliance, Kinepolis is building a customer-centric brand image. Users get more relevant experiences and trust Kinepolis with their privacy which strengthens Kinepolis' reputation and the efficiency of their marketing. An Oscar worthy achievement!
Scalable and future-oriented
Kinepolis' server-side tracking solution is ready to face the future. As their digital presence grows, the system can handle larger volumes of data and new platforms. No, it's not science fiction: this setup lays the foundation for AI integrations, which will allow Kinepolis to gain deeper insights into its audience in the future and continue to optimise its marketing.
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