How to get started with applying Audience Spectrum attributes to your Spektrix reports

Once the enhancement is set up in your system, this is an ideal first step. 

Reports in Spektrix allow you to see a wide variety of information about tickets, customers, events, sales, and much more. The enhancement in Spektrix provides Audience Spectrum as customer attributes, allowing you to report on this additional data point. 

Before getting started,  we recommend you consider precisely what you want to understand about  your customers, and how you will then use and apply this information. We’ve listed a few examples below: 

• Understand the number of bookers for each segment and sub-segment for specific productions, on-sales, or event series- What can the segment breakdown show to support the next steps around future sales or re-marketing? How could this insight be used to influence and support your marketing campaigns and reporting at an executive and board level?
• Identify bookers of a specific segment type across, or between, specific booking periods- When focusing on a particular segment, what does the make-up of your audience look like? What is this segment booking already? What future opportunities are in your programme for customers of this segment type?
• Understand the Audience Spectrum profile of customers for a specific special offer or ticket type- How did customers purchasing this ticket type compare to the Audience Spectrum profile of your wider programme? How can this insight support decision-making for special offers in the future? 
• What is the Audience Spectrum profile of customers who booked over the phone compared to those who booked online? What could we understand about phone-led bookers based on their segment type to support sales processes, resources or the booking journey on your website?
• What is the Audience Spectrum profile of your members?- How could this insight be used to support retention, new prospecting or tailoring offers for members..
• Which customers have donated across a specific production time period?- What can the segment’s insights suggest about how to engage and communicate with these donors further? 

When beginning reporting with Audience Spectrum in Spektrix, we would recommend extracting a customer list of all current customers (we would recommend all customers who have booked in the last three years, but base this on how your organisation defines ‘current customers’) who have been assigned as customer attributes under your highest engaging Audience Spectrum segment. And/or if there is a specific segment/sub-segment you wish to focus on. 

To discover which segment is your highest engaging (most common) segment in your audience, you can create a custom report (see next section) or use your Audience Answers dashboard within the Overview Dashboard section, using the same date period as you define your current bookers. 

You can also look further into your different segments using customer lists alongside Standard Reports, such as the Booking Behaviour Report.

Running a Booking Behaviour Report provides an overview of how an individual segment is currently engaging with your organisation. This report details what the customers in the segment have booked for, how far in advance they booked, what offers they responded to, use of discount types, sales channels, and otherwise.  Run several of these reports for your highest engaging segments and sub-segments, and you will begin to build a clear picture of each segment's activity 
To create this report, extract your customer list, "Choose an action" menu> Run through Report > Booking behaviour report. This guide to standard reports in the Spektrix Support Centre outlines this process further. 

You can also explore a Guide to Standard Reports in the Spektrix Support Centre to find other reports that may provide helpful information about your audiences using Audience Spectrum. Suggestions of other reports include the reports titled Customer & Household Analysis and Customer Behaviour Analysis.
 

As well as Standard Reports, you can also build custom reports in Spektrix to report on Audience Spectrum attributes. Other users of the Audience Spectrum enhancement have created a number of custom reports, but you can also set up your own custom reports.

To access to any of these reports below, please email Spektrix support

• AR_Audience Spectrum Breakdown - Provides a breakdown of Audience Spectrum attributes for a chosen date range or production/s. 
• Audience Spectrum Report - with subsegments- Provides reporting options by date range/productions of By transaction date, By event, Tag, New Criteria Set, Date, Season, Is Active 
• Audience Spectrum report – This report allows you to compare multiple events/productions in a single report by Audience Spectrum attributes.

If you wish to set up your own new custom reports using the Audience Spectrum attributes, the article How to Build a Custom Report in the Spektrix Support Centre Is an ideal starting point.  If you have an existing report you’d like to use alongside your Audience Spectrum attributes; please contact Spektrix Support to discuss options.
 

As with many areas of audience insight and analysis, understanding what questions you want to ask of your data and knowing how you want to use the findings of these questions, strategically and in implementing tactics in your day-to-day work, is essential to success.

This remains the same with reporting. Consider how you want to report on your attributes in comparison to other areas of a customer’s activity, as outlined in the earlier section. This, alongside other resources, platforms, plans, and your organisation's broader strategic objectives, allows you to get even more from the Audience Spectrum enhancement. 

The repertory theatre, Nottingham Playhouse, has been using a custom Audience Spectrum sub segment report to understand their data in depth, which has in turn supported their r marketing strategy and  internal reporting. They also use Audience Spectrum attributes in their mailings within Spektrix. 

They have also used insight from their Spektrix reports to create neighbourhood profiles for each segment, which supported their approach to Levelling Up for Culture Places, a key element of the organisation’s 2023-26 business plan). A neighbourhood profile was created for each of their target areas, with annual targets and accompanying audience development campaigns.  You can find the full overview of this case study from Nottingham Playhouse below: