FULL HOUSE Turning Data into Audiences - Creative New Zealand

20 REASONS FOR USING DATA ON CUSTOMERS
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use the available information to provide better service at all customer touchpoints
analyse peak sales periods to better manage customer service and staff allocation
monitor customer feedback collected by customer-facing staff
identify and differentiate distinct customer segments based on behavioural
and demographic characteristics
tailor marketing activities, messages and offers
save marketing spend by targeting hot prospects and meeting bulk mailing standards
compare audiences between events and venues and use this information
for cross-selling or programming
use customer data responsibly to comply with the Privacy Act
manage and monitor direct marketing and email campaigns
track marketing response and undertake detailed post-campaign analysis
forecast and predict sales and receive advance warning of events underselling
against anticipated targets
create detailed reports for marketing research and planning
use geodemographic profiling tools to measure marketing penetration and potential
undertake drive-time analysis to define your current and potential catchment areas
demonstrate your geographical reach and impact convincingly to funding
agencies or councils
understand Recency, Frequency and Monetary value (RFM) of attendances for
effective Customer Relationship Management
calculate your rate of customer churn and develop tactics to manage it
follow up first-time and lapsed attenders with appropriate communication
analyse ticket yield and unsold capacity to manage price breaks and
maximise revenue
mine your database for potential group bookers, friends, subscribers or
donors based on high-value transactions, loyalty and frequent attendance
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INTRODUCTION
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