Navigate to the INSIGHTS module then to the CUSTOMERS section. Here, you will find the Audit: Geographic Analysis report. Click GO to run it.

Choose the Event Start Date then Event End Date. These dates will narrow down the selection of location and events available for selection.

Next, choose the Locations and then choose the Events by either selecting all or choosing specific events.

Next, Select the Region Type. You can pick a postal geography (postcode area is the largest and postal sector is the smallest). Select minimum bookers per region will ensure if you have areas with small amounts of customers they do not show in the report.

Always follow this set order when adding your parameters. Then hit View Report and wait for the results to load.

The Report tells you how many customers attended from each region in your selected date range, location and events. It also breaks down the region by tickets and revenue. You can re-order the report to show the most popular region by any of these columns.

The Report also provides you estimated population figures so that you can see the percentage of bookers into each region. This provides context to your figures so you can see how well you are actually penetrating into each of your top regions.

• It is always important to give the results context. If you have run the Report for your Financial Year, run the year previous to compare how the results have changed. If you have run the Report for your Season, compare it to the same date range the previous year. This will give you an answer to the 'So what?' question. Has your audiences frequency improved or declined.
• You can run this report to monitor the response of outdoor campaigns. Run the report at Postcode Sector level for a detailed, granular level report.
• This report can be run on any combination of events within a date range therefore you can compare drama against musicals to see if the audience is different.
• If one of your audience development objectives is to improve attendance from certain areas within your catchment you can use this report to monitor attendance to if your efforts are paying off.