Data & Insights Services at SINE Digital
Professional Data Analysts in London & New York
Today, high-impact marketing demands more than intuition. It requires deep audience understanding and robust, actionable insights. At SINE Digital, our Data & Insights department is the engine behind smarter campaigns, guiding creative, media, and strategy with evidence – not just opinion.
We combine cutting-edge data collection, processing, and visualisation with proprietary research tools to help brands in theatre, entertainment, ecommerce, and beyond make data-backed decisions with confidence. Our work has shaped launches, repositionings, and brand-defining moments for some of the UK and the US’s most recognised names.
We’re regular faces and speakers at top industry events, known for sparking conversation and sharing bold ideas. Our team is behind MEH: Cost of Dull – an industry-first report that used AI to analyse thousands of creative assets through the lens of behavioural science and marketing effectiveness, revealing the true cost of running ‘boring’ creative.
From pioneering research to conference keynotes, SINE Digital’s Data & Insights team is shaping how the industry uses data, breaks down silos and supports decision making.
Brands That Trust Us
How We Deliver Data Analytics Success at SINE
At SINE Digital, our data and insights practice is purpose-built for the fast-paced world of live entertainment. Whether you’re launching a new show, transferring productions between markets, or making critical casting decisions, we turn complexity into clarity – and audience data into your competitive advantage.
Precision Audience Segmentation
We go deeper than “Gen Z” or “under 35s.” Our multi-layered segmentation combines behavioural, psychographic, and ticket purchase signals, surfacing complex, real audience clusters, such as nostalgic families, superfans, culture explorers, and more. You won’t just know who your audience is, but how and why they engage, what drives them to buy, and how to speak to them at every stage – from digital discovery to box office. This ensures your media budgets work harder, reaching the right audience, at the right time.
Data-Driven Casting & Talent Decisions
Our proprietary CastIQ tool transforms talent selection into a science. By layering search data, social engagement, and press sentiment, among other data points, we can help identify talent that will resonate in London, New York, or on tour. Our insights take the guesswork out of casting, maximising audience fit, critical buzz, and box office return.
Unmatched Market Intelligence
With over 8 billion rows in our proprietary data warehouse, blended with the latest from GWI, Pulsar, Audiense, Influencer Intelligence, and more, we reveal exactly where the opportunities lie. From tracking shifts in theatre ticket demand to identifying which cities or demographics are ripest for a show transfer, our data can help tackle these challenges and identify trends that move the needle.
Data & Insights Services
| Industry Trends | Social Analysis | Audience Profiling |
| Casting Insights | Market Opportunity Analysis | Post-Show Survey Analysis |
| Brand Measurement | Press Coverage Analysis | Bespoke Surveys |
| Talent Analytics | Search Analysis | Market Research |
Success Stories from our Clients
“I love this. It’s blowing my mind. I was texting my colleague throughout the presentation saying how much I loved it. It’s great to see data being used to help an industry that usually takes a finger-in-the-air approach to casting. Thank you so much for this.”
Darren Johnston, Executive Vice President at No Guarantees
“This is so fascinating. We’ve been looking at introducing a BNPL scheme, it’s great to see the data supports this. We’re also in the process of conducting focus group analysis to inform our new food creative; it’s great to see that the data confirms we’re taking the right steps here. Looking forward to reading the report in detail later, thank you.”
Josie West, Marketing Officer at Mamma Mia! The Party
What You Can Expect from SINE – Data Analytics Services in London & New York
At SINE Digital, we’re redefining what’s possible with data in live entertainment and beyond. We work as an extension of your team, delivering:
Dedicated Account Management
Every project has an expert insights lead, working closely with your stakeholders and creative teams.
Deep Sector Experience
With a focus on live entertainment, fashion, ecommerce, and new media, we know what moves audiences and drives results.
Data-Backed Strategy
Our insights go beyond the obvious and drive meaningful impact. They shape campaign ideas, guide creative and inform media strategy, working hand-in-hand with SINE’s wider teams.
Actionable Insights
Our reports cut through the noise, turning complex data into visual stories your whole team can rally behind. Fuelling decisions from creative to campaign launch.
Integrated Teamwork
We collaborate with paid search, SEO, organic and paid social, programmatic & display, as well as PR & press to ensure insights are driving every lever of your marketing mix.
Data-guided Strategy at Every Stage
From the earliest stages of show planning through to on-sale, live campaign activity, and post-show review, our team provides ongoing insight and expert guidance. Whether you’re shaping initial concepts, gearing up for launch, optimising a show that’s already live, or analysing past sales to inform your next move, we deliver the intelligence and recommendations you need to drive success, every step of the way.
Guest Lecturer – King’s College London Industry Partner
As an industry partner for the MSc Digital Marketing programme at King’s College London, we held a workshop on ‘A Crash Course in Design Thinking’ in 2024, with a focus on real industry scenarios.
At the start of 2025, our Director of Data & Insights held an educational talk at Peekator on ‘Building Research Products That Drive Revenue‘. In addition, later this year will see the team presenting at the Behavioural Science Summit 2025.
The SINE Data & Insights team have delivered lectures at King’s Business School and created a successful talent scheme that has already accepted its first King’s graduates Executive Fellow of King’s Business School.
If you’re interested in bespoke Data & Insights training, guest speakers or industry experts, please get in touch.
Why should you choose SINE for Data & Insights Services?
We’re more than just data crunchers. Our team combines research rigour with industry expertise, creating insight that leads to action. Every recommendation is shaped by real market and audience understanding.
What industries do SINE work with?
Theatre, live entertainment, venue groups, film, retail, ecommerce, sports, music and more. If your audience matters, we help you reach them.
What does a typical project look like?
We offer flexible packages, from one-off snapshots to in-depth research studies, audience profiling, casting analytics, and social analysis. Every project is tailored to your brief and business goals.
How we use AI and new data sources?
We use AI to enrich our market research, speed up delivery timelines, and power new data products that would have taken years to build otherwise. Alongside these innovations, we still use proven qualitative and quantitative research techniques so you get the benefits of classic methods.
Data & Insight Consultancy in London, Fitzrovia
SINE’s Data & Insights team is based in our Fitzrovia office in London. However, we work across a number of international brands spanning the UK, US, and Europe, and have a second office in Times Square, New York.
Want to take your Data to the next level? Get in touch with our team today.
Want to put faces to the names? Head over to our Meet the Team page to get to know the Data Analysts driving your success.