Segments Overview Dashboard
This group of dashboards is focussed on a range of metrics by customer behavioural segment. For clients setting targets against their customer segments, this suite of insights offers a quick view for monitoring progress.
Filter the Insights
DATE
The dashboard can be filtered by DATE using the calendar controls or using one of the pre-defined time periods by right clicking on the drop down arrow next to the TO date control.
CLIENT TYPE
Customer records are coded in the following groups based on ANY transaction in their ticketing history in the last 3 years:
BB10: BlockBookers with 10-24 tickets
BB25: BlockBookers with 25-49 tickets
BB50: BlockBookers with 50+ tickets
CORP: Bookers who are likely to be a business based on their postcode
NOD: Customers with no data capture
PTRN: Patrons or Single Ticket Buyers (includes subscribers and members)
VPC: Venue Postcode (this can be any venue, not just your venue)
LOCATION
Location is drawn from your ticketing system based on the different performance spaces you have available. This could include external venues if your ticketing system also sells for perhaps a festival or other organisations.
NOTE: If your organisation acts as a ticket agent for other local organisations, you might want to use the LOCATION filter to exclude customers who have purchased for external events
KPIs
This section of the dashboard monitors 4 key performance indicators:
Retention Rate: this is calculated based on the number of customers who have made a further booking within the time period you have set using the date filters
Frequency: the is the average frequency of visits within the time period specified
Group Size: this is the average group size customers have attended in during the time period specified
ATP: this is the average ticket price achieved in the time period you have specified
KRI's
These Key Results Indicators represent elements your team can work to change in order to impact the KPI's above.
Previous patrons: number of active customers with a transaction in the current period who also had an earlier transaction
Current Patrons: number of customers with a transaction in the current period (based on the date filters)
Total Visits: number of current patrons multiplied by frequency
Total Tickets: total visits multiplied by group size
Total Revenue: total tickets multiplied by ATP
Customer Acquisition
The breakdown of customers who have been retained / reactivated / new to the database results in an acquisition rate.
Customer Lifetime Value
Using all the metrics above, users can monitor the lifetime value of a typical customer. Simply, this is the typical lifetime period - in this case 16 months - multiplied by the average spend per year.
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