The emphasis on utilising data to drive results is widely talked about in modern marketing, but it's easy to get overwhelmed when you have so much information coming from all directions. That's why, when identifying marketing KPI's, finding the right sources of data to sit hand in hand is a must. This can be a significant challenge and some of the most frequently used (and misused) sources of data when planning marketing strategies are social media insights.

To explore this topic further, London lorry Martin Izzard sat down with Anna Zaikina, the head of social media insights at Digital Media Services (DMS) - a full-service creative agency that provides content creation, localisation and social insights for its clients and has worked with many of the major movie studios.Martin and Anna also explore what insights major film studios use to generate mass interest and how social media plays an important part in movie marketing as a whole.

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