FULL HOUSE Turning Data into Audiences - Creative New Zealand

SECTION TWO – BUILDING THE RESOURCE 37
4. Customer Information 39
Data Versus Information 40
Three Steps to Building Data 42
The Potential Customer Record 43
Name 44
Position 44
Address 44
Postcode 45
Phone 45
Email 46
Age 46
Purchase History 46
Performances/Events/Activities Attended 47
Event Categorisations 48
Case 6: ADUK Categorisation of Events 48
Segmentation Criteria 50
Preferences 50
Relationship with the Customer 51
Ticket Type 52
Group or Party Bookings 54
Price Paid or Payment Level 54
Time of Booking 55
Payment Method 57
How They Found Out 57
5. Permission Marketing and Privacy 59
Opting Out Versus Opting In 61
Legislation 61
Chronology of Developments in Privacy
and Data Access in New Zealand 62
The Privacy Act 63
Extent of Application 64
Privacy Policy Compliance for Different Booking Methods 64
The Unsolicited Electronic Messages Bill 66
Email Marketing Standards 67
Case 7: A Strategic Approach to Email Communication 68
Compliance Steps 69
Email Address Collection: Good Practice for Box Offices 71
Case 8: Ticket Agencies – Access to Customer Data 72
Data Ownership and Access 73
Case 9: Whose Customer Is It? 74
Sharing Data 75
Published Codes and Guidelines 76
Guidelines for Best Practice 78
Privacy Best Practice 78
EMarketing Best Practice 79
6. Beyond Ticketing 80
Membership Matters 82
Loyalty Schemes and ‘Frequent Attender’ Schemes 84
Case 10: Accumulating Theatre Loyalty Points 84
Season Tickets 85
Subscriptions 86
CONTENTS