FULL HOUSE Turning Data into Audiences - ARTS Australia

20 REASONS FOR USING DATA ON CUSTOMERS..3.4.5.6.7.8.9.0...3.4.5.6.7.8.9.0.use the available information to provide better service at all customer touchpointsanalyse peak sales periods to better manage customer service and staff allocationmonitor customer feedback collected by customer-facing staffidentify and differentiate distinct customer segments based on behaviouraland demographic characteristicstailor marketing activities, messages and offerssave marketing spend by targeting hot prospects and meeting bulk mailing standardscompare audiences between events and venues and use this informationfor cross-selling or programminguse customer data responsibly to comply with the Privacy Actmanage and monitor direct marketing and email campaignstrack marketing response and undertake detailed post-campaign analysisforecast and predict sales and receive advance warning of events undersellingagainst anticipated targetscreate detailed reports for marketing research and planninguse geodemographic profiling tools to measure marketing penetration and potentialundertake drive-time analysis to define your current and potential catchment areasdemonstrate your geographical reach and impact convincingly to fundingagencies or councilsunderstand Recency, Frequency and Monetary value (RFM) of attendances foreffective Customer Relationship Managementcalculate your rate of customer churn and create tactics to manage itfollow-up first-time and lapsed attenders with appropriate communicationanalyse ticket yield and unsold capacity to manage price breaks andmaximise revenuemine your database for potential group bookers, friends, subscribers ordonors based on high-value transactions, loyalty and frequent attendance20INTRODUCTIONix