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Running Standard Reports on First-Time Attendees

Makes: A snapshot of your data to analyze your first-time attendees and their booking behavior

 

Prep time: 5 mins | Cooking time: 2 mins

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This recipe card was created in collaboration with Indigo-Ltd 

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With first-time attendees making up 54% of audiences in 2023, the Tomorrow’s Audience report by Indigo-Ltd in partnership with Spektrix showed that unpacking the behavior of that cohort is key to sustaining and growing your audience. 

Running a standard report is one of the best ways to understand your organization's first-time attendees -- from what influenced them to book their first ticket to what might lead them to book their next ticket. 

EXPLORE OUR AUDIENCE DATA INSIGHTS

Outcomes 

  • Have reports with key information to analyze first-time attendees in your database
  • Be able to compare your data to key findings in the Tomorrow’s Audience report to give you a relative picture of how you are doing

 

Ingredients

 
Standard reports: in Spektrix, these are indicated by the blue toolbox icon
 
Identify First Timer Recipe: use our Identify First Timer recipe card to set up autotags to easily identify who booked at your venue for the first time
 
Criteria sets: allow you to define the specific information that is included in or excluded from a Report
    • If you would only like to see information relating to first-time attendees, use the “Booked Once” and “First Visit” metrics to filter your data (or the tag created in your Tag First Timers recipe card)
    • If the report contains information that looks at first-time attendees in relation to your full customer database (e.g. Post Show Analysis report), run using the event/date criteria you’d like to see it for.
 
Metrics: pieces of information about certain items in Spektrix that you can use to filter your data in Criteria Sets. Find them by expanding the Tickets wrapper, then within that expanding the Customers wrapper.
    • Booked Once Metric: finds all customers who have made an unreturned booking for only one event (not instance) where the event instance is included in metrics
    • First Visit Metric: identifies if the included ticket is/was the customer's first visit. This always has to be used in conjunction with something else e.g. purchase date, event date, or specific event 

Cook

 

  1. Identify the question you wish to ask. See our guidance below.
  2. Find the relevant report using our Guide to Standard Reports
  3. Run the report as either a PDF or Excel spreadsheet, using these instructions.

 Question examples

  • Which events did my first-time attendees go to?

    Use the Booked Once Metric in a criteria set with our Ticket Sales Analysis.
  • Which events did customers who saw Event A go on to book for?

    Use the Identify First Timer recipe card to build an auto tag for customers who saw event A, then use your autotag in a criteria set in the Customer Behaviour Analysis Report to see a crossover analysis.
  • What are the demographics of my first-time attendees?

    Use the Booked Once Metric in a criteria set with our Customer Demographic Analysis Report.

  • How does the booking behavior of my first-time attendees compare to non-first-time attendees?

    No need to filter this report to search by first-time attendees. Simply run the post-show analysis report by Event to see how your first-time attendees booked in comparison to non-first-time attendees.

 

 

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Bon appétit!

The more of an expert you can become on your first-time attendees, the better you can target them with marketing strategies for ticket sales. Keep exploring our recipe box to fill your store cupboard with more ideas and insights on how to reach tomorrow's audience. 

 

TRY MORE RECIPES

 

*These recipes were crafted in response to the Tomorrow's Audience Indigo Share: Hot Topic, created in partnership with Spektrix and in association with a consortium of many of the UK's leading arts organizations. The rise in first-time audiences is mirrored in our US and Canada data, and we're confident that the tactics recommended here are relevant to both regions.