Customer Typologies
This dashboard examines your bookers, against the benchmark, by customer segment. Based on data analysis we have identified 7 key segments or customer typologies and these are based on sales behaviour.
What are the Customer Typologies?
| Typology | Definition |
|---|---|
| New Customer | New to your database these customers have not made a purchase prior to this one. |
| Once Before | These customers have attended once before in the last 18 months. |
| Convertee | These customers have attended TWICE before with at least one of those attendances in the last 18 months. |
| Active | These customers have attended 3 - 9 times before with at least one of those attendances in the last 18 months. |
| Super Active | These customers have attended 10 or more times before with at least one of those attendances in the last 18 months. |
| Stale | Their last attendance was 18-36 months ago. |
| Lapsed | Their last attendance was more than 36 months ago. |
Understanding the Analytics
When you click through on the Key Metric you will open the full dashboard examining your BOOKERS during the last 30 days by customer typology.
This EXCLUDES refunds that have been processed in that period.
Looking at the chart above, you can see this organisation has received most bookings in the last 30 days from their ACTIVE and SUPER-ACTIVE customers.
Benchmark Overlaid
The benchmark figures are overlaid as a green line and show how the benchmark group you are part of has performed across the same time period.
In the example above, of all the bookers within the last 30 days across all organisations included in the benchmark group, 24.3% of bookers were in the ACTIVE customer typology. However, this organisation performed better than the benchmark seeing 34.8% of its bookers across the same period from this category.
How does that compare with last year?
Use the TABS at the top of the dashboard to toggle to the CHANGE INDEX. This chart will show how your booker breakdown by customer type is different compared with last year.
In the example above, this organisation has seen a 5% increase in ACTIVE bookers compared with the same period last year. They have seen a 12.3% increase in SUPER ACTIVE bookers, and a drop of 12.2% in NEW CUSTOMERS.
Across the benchmark group, the picture for ACTIVE and NEW is similar however this organisation bucks the trend with their SUPER ACTIVES.
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