If you use Activity Stream, chances are you saw the Customer Tags graph on the Customer Overview dashboard:
Where do Customer Tags come from?
The customer tags are derived from an algorithm that analyzes purchases, customer records, partner databases, and also data from external databases, such as a gender categorization we set based on a customer's first name.
Each tag is associated with a customer when a certain criterion is met, and it is updated in real-time.
You may find some are more intuitive than others, so here's a simple explanation of each of them:
(you can also reach out to us to get a more specific rule for the tags)
Purchase Tags:
- Classification Category Tags: eg. Likes Comedy
Customer who has attended more than a few events labeled with a certain category - Ticket Variants: (e.g. student, retiree, or family)
Customer who has bought most of their tickets with a matching variant - Prefers Part Of Week:
The two categories are weekdays (Monday, Tuesday, Wednesday, and Thursday) and weekends (Friday, Saturday, and Sunday)
Customers who have attended a handful of events and the majority of them are happening at one of the categories mentioned above. - Repeat Traveller:
Customer who has attended at least a few events, where all trips have been out of town and the average distance needs to also be a considerable amount from the venue. -
Returned Customer:
Customer who has at least one purchase within the last months.
Customer who has not bought a ticket for a few years before the newest purchase -
Going Inactive:
Customer who is within a year of going inactive
-
Inactive:
If a customer has no purchases within 3 years of today
-
Recent Buyer:
Customer who has purchased within the last few months
-
Second Time Buyer:
Customer who has exactly two purchases
-
First Time Buyer:
Customer who has exactly one purchase
-
Budget Buyer:
Customer who has attended at least a few events
The spending average is a certain percentage below the average of all tickets being sold on your platform. -
Bargain Hunter:
Customer who has attended at least a few events and has bought products.
The spending average must be a certain % below the spending average of your customers - High-Value Customer:
If a customer's total event purchases are above the vast majority of customer spending -
Early Buyer:
Customer who has attended a handful of events in the past
Customer who has never bought a ticket within a few months of the show date -
Impulse Buyer:
Customer who has attended at least a few events
Customer who has attended most of their events where tickets were bought within the last few weeks of the show date -
High-Frequency Buyer:
Customer who has made several purchases per year for the last three years
-
Single Item Buyer:
Customer who has bought a single ticket (non-zero price) to more than a few events
-
Invitee: (in other words free ticket holder)
Customer who has at least a handful of purchases in the last year and zero spending for the whole period
-
Volume Buyer:
Customer who has more than a handful of purchases with the required amount of tickets
We have three different volume categories, based on the number of tickets:
Volume buyer 6+: More than 6 tickets
Volume buyer 10+: More than 10 tickets
Volume buyer 20+: More than 20 tickets -
Loyal Customer:
If the number of non-zero purchases is greater than 3
-
Very loyal customer:
If the number of non-zero purchases is greater than 6
Donation Tags:
-
Lapsed High-Value Donor:
Customer who has donated more than the vast majority of customers, but have not made a donation in the last year
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Top Donor:
Customer who has donated more than the vast majority of customers and the donated amount is more than 100, within the last year
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Lapsed Repeat Donor:
Customer who has more than one donation but none made in the last year
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Repeat Donor:
Customer who has more than one donation and at least one made in the last year
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Lapsed One Time Donor:
Customer who has have exactly one donation but it was made over a year ago
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First Time Donor:
Customer who has have exactly one donation and it is made in the last year
Mixed Tags:
-
Long Term Loyalty:
Customer who has at least one purchase or donation per year for the last 3/5/10 years
Because every client is different, using customer tags will allow you to filter your clients through a smaller lens, to identify their interest groups and how they buy tickets. If you'd like a few ideas on how to use them check out our articles on Buying Patterns or on Targeting Clients from 2+ Years Ago.