Purple Seven Segmentation 2022
Purple Seven's customer segmentation model is based on behaviour.
Analysing millions of customer records across hundreds of arts organisations, we have distilled a model that is dynamic, factual and based on the customer.
Using recency and frequency as key predictors of customer behaviour, this model helps you manage customers through their engagement journey with your organisation.
| Segment name |
Status | Description |
|---|---|---|
| New Customer | Acquisition |
Has only made one transaction for one performance in the last 18 months. |
| Once Before |
Current Customer |
Has transacted for two performances. The most recent transaction was in the last 18 months. |
| Convertee |
Current Customer |
Has transacted for three performances. The most recent transaction was in the last 18 months. |
| Active |
Current Customer |
Has transacted for at least four but no more than ten performances. The most recent transaction was in the last 18 months. |
| Super Active |
Current Customer |
Has transacted for more than ten performances. The most recent transaction was in the last 18 months. |
| Stale |
Re-engagement |
Has transacted in the last three years, but not within the last 18 months. |
| Lapsed |
Re-engagement |
Has transacted previously, but not in the last three years. |
One transaction may include multiple bookings. If a customer booking for the first time purchases for three shows their status will immediately become 'Convertee'.
If a customer books for a single performance two years in advance and then does not book again before attending it, by the time the booked performance matures the customer will be 'Stale'.
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