In this article, we will look at The Customer Campaigns feature, a great tool that allows you to add specific customer segments into individual campaigns. For example campaigns like brochure mail-outs, fundraising prospecting and individual event mailings can be tied back to specific customer segments. You can then see how successful those campaigns were using Ticketsolve's Reporting features to measure campaign ROI (return on investment).
Step 1 - Create a Campaign
To create a Campaign, go to Customers > Customer Campaigns.
Click the Add New + button.
1. Name your Campaign.
2. Set Active customer campaign? toggle on (blue).
3. Add a Description (optional). Adding a summary of the campaign and who you are targeting is good practice so everyone on your team can quickly see what the campaign was for.
4. Click Add to save.
Step 2 - Add Customers to the Campaign
Once a Campaign is created you need to add Customers to the Campaign to target. To do this, you first need to create a Report in Your Reports. Ticketsolve's Your Reports allows you to create customised reports based on ticket sales, product sales, and customer data allowing you to slice and dice your data depending on what data you want to report on. To begin:
Go to Reports > Your Reports and follow the steps in our How to use Your Reports article to create a new Your Report.
In the example below, we have created a report which includes:
- All customers that have purchased a ticket since January 2021
- AND who are opted in for mail.
Once you have created a Your Report with the filters for your campaign:
1. Click the button with 3 dots in the top right corner of the screen (next to Configure report).
2. Choose Manage customers from the menu.
3. Click on the Summary tab in the pop-up.
Ticketsolve Tip
The Summary tab lists of all the Customers included in the report. We recommend checking this first, so you can quickly see all of the customers who will be added to the campaign.
4. Click on the Campaigns tab.
5. Select the Campaign to add customers to.
6. Click the Save button.
The Customers have now been added to the Campaign.
Step 3 - Measure the Success
After your campaign is sent, you can measure ROI to determine the success of the campaign. To measure ROI on your Campaign you need to create a new Your Report and add in the correct filters. In our example, we want to see if the Spring Season Brochure has generated any ticket sales, so our filters are:
- customers in campaigns (that include Spring Brochure)
- purchased on (is after or on 1 Feb 2024 - day after brochures were sent)
1. Create a new Your Report.
Ticketsolve Tip
Ticketsolve's Your Report feature allows you to create custom reports depending on your needs. So for example if you want to look at ROI on ticket sales, you will need a Line Item Facts View Report, while ROI on a fundraising campaign will need a Product Facts View Report.
Next you need to add filters to your new report.
2. Click the Add New button to add a filter.
3. Search and select "customers in campaign" using the search box.
You will now see a list of Campaigns that you can add or exclude from your report. You can also use keywords to search for the campaign you need using the the search box.
4. Click the + icon next to the Campaign you want to include (Inc column) or exclude (Exc.) in the report.
5. Click Save.
6. Click the Add New button again to add your next Filter. In this example, we want to look at purchase date. Since this was a brochure mail out, we will select the date after the brochure was sent to the customer segment.
With these two filters in place, Ticketsolve will generate a report on how many customers purchased a ticket after they received a brochure.
Click the Add New button to any additional filters to your report.
View the Report
The column on the left of your screen shows you various Reporting views. Once you have added in all of the filters for your report you can click on the various Reporting views in the column on the left side of your screen to view detailed data in your report.
Select Summaries and click the Summary tab to see shows you all the customers who have purchased a ticket once they received a brochure. You can then take a deep dive into different parts of the report for example:
- Revenue by show: Gives you a list of all the shows that customers purchased.
- Revenue by order type: Shows you how customers are booking: online, box office or phone.
- Date by hour: Bookings by time of day.
- Date by day: Bookings by day of the week.
- Geography by postcode: Postcode breakdown of customers.
There are many different Reporting views, the above is a selection of some of the data you can view.
Tracking Campaign ROI over time
You can run the report at regular intervals to track how your campaign is performing over time. This allows you to make adjustments to your campaign and see if that improves outcomes.
Important
It should be noted that campaigns may not be the sole reason for customers taking action at a given time (making a purchase or donation etc.). For example, a brochure might not be the only reason (or a reason at all) that a customer buys tickets. However, campaign ROI data is a reasonably good indictor of how a given is campaign performing.
Example of tracking ROI using in A/B Testing
Ticketsolve worked with Mansfield Palace Theatre to conduct A/B testing to better understand the ROI on their their brochure mail-outs. Customers were split into two segments (based on recency of purchase) within the brochure campaign. Using Ticketsolve data, both segments were monitored over time. The resulting ROI data inspired Mansfield to rethink how they use their brochures and lead to significant cost savings. Download the case study below for all the details!
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