What is the Audience Spectrum Enhancement in Spektrix, and how does it work?

Armed with this knowledge about your audiences, you can craft marketing campaigns that speak directly to their motivations, values and interests. You can refine your programme to appeal directly to their tastes and develop the right kind of ‘extras’ to help boost additional spend or donations. 

And as it segments the whole population, Audience Spectrum can also help you understand who in your catchment area you’re not reaching and (crucially), how you could overcome their barriers to engagement.  

The Audience Spectrum enhancement for Spektrix adds an Audience Spectrum segment and subsegment to a customer’s record in your booking system. This allows you to create customer lists based on Audience Spectrum segments, then craft the right message and the right content for these customers, based on what we know of their tastes, needs and preferences. By targeting in this way, you’ll stand the best chance of maximising engagement, and ultimately the return on your marketing investment. 

Customer records are automatically updated every day; this includes adding a segment to any new bookers, or updating any customers who may have (based on their behaviour) changed segment.   

This enhancement is available to all Spektrix organisations, whether you've worked with The Audience Agency before or not. 

As well as targeting your general marketing campaigns, once the enhancement is activated, it can be used to power and influence a whole range of other activity, including: 

As well as using   the Audience Spectrum enhancement to segment communications, you could also use it alongside other forms of customer segmentation available through Spektrix e.g  the frequency of visitors, ticket value and purchases, retention of customers, or other custom segmentation models provided by other Spektrix partners. 

We currently have a range of Spektrix organisations using the Audience Spectrum enhancement and over 200 connected to The Audience Agency’s data and insights service, Audience Answers. 

Our existing users are using the Audience Spectrum enhancement for different purposes in their organisations, often alongside their Audience Answers Ticketing dashboards, or other insight tools or products provided by other Spektrix partners. A selection of case studies below explains how several organisations have begun using Audience Spectrum across their organisations.

Read our handy FAQ to see the easy and straightforward process for getting set up with the Audience Spectrum Enhancement:

The Audience Spectrum enhancement in Spektrix is priced as an annual subscription based on your organisation’s total customer records. The annual (12-month) prices are listed below. Multi-year and package discounts are also available, in addition to in-person training and support through Audience Spectrum persona sessions or reporting and analysis services.

Whatever your budget, we can look to design a package suitable for you.

If this sounds like something you would be interested in as a Spektrix user, we’d love to speak with you further. You can contact us via answers@theaudienceagency.org, where Lucy Crowe, Head of Product Sales or Samira Hales, Service & Support Manager, will be happy to discuss this further with you.