Capability
Audience Segmentation
Understand the people behind every ticket purchase, donation, membership, and interaction. Spektrix connects audience data from ticket buyers to donors, making it easy to identify meaningful audience segments, personalise engagement, and build stronger relationships over time.
Barbican
Connected audience segmentation tools to power personalisation
Because Spektrix connects the relationships that matter most — audiences and events, attendance and donations, memberships and marketing, transactions and engagement — your audience segments reflect not just isolated data points, but the complete relationship between your organisation and your audiences.
Music Theatre Wichita
“What we had to do before we had Spektrix was so hard, and so labour intensive, because the data we wanted was impossible to get out of our previous system. We just got to a point where we could not continue to function. Now we can get the data we want at our fingertips.”
Understand, analyse, and automate activity based on real human behaviours
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Segment on households and groups
Understand how audience members engage individually and as part of a wider household or group, helping you identify shared behaviours, purchasing patterns, and engagement opportunities. -
Automate eligibility
Use audience segments to automatically trigger offers, benefits, and campaigns, ensuring people receive relevant rewards, communications, and opportunities based on their latest interactions.Offers & incentives -
A complete picture
Audience behaviour is rarely defined by a single action. Combine ticket purchases, donations, memberships, bar sales, marketing engagement, and more to understand the patterns behind attendance, loyalty, and giving.
Partners
Extend your segmentation with integrated partner solutions and expertise
Explore audience segmentation models and expertise, drive personalised online content, and collect deeper data with integrated transactions at your bar and shop.
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Sector consultants
Connect popular segmentation models including Audience Spectrum and Culture Segments.Consulting partners -
Segment on bar spend
Collect transaction data with a choice of integrated point of sale systems.EPOS partners -
Personalised websites
Drive dynamic content across your website and digital content with expert web agencies.Web developers
More features for audience segmentation
Flexible tools that support your audience strategy
Combine standard audience data with custom tags and attributes to reflect the unique audiences, programmes, and experiences that matter to your organisation.
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Manual and automatic tags
Create instant segments by tagging customers, applying individual tags, or defining filters to automatically group your audience.
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Intuitive customer list building
Your whole team can explore data confidently with simple tools to create and report on filtered customer lists.
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Create and filter on your own fields
Create custom attribute fields against events, opportunities, ticket types, and more, to segment on behaviours that matter to your organisation.
Guidance and Resources
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How to segment in Spektrix
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Audience segmentation models
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Segmentation begins at the box office
