Here's a quick guide to get you familiar with measuring and making sense of your Fan Purchase stats.
Note: Before you read the “how to do it” make sure you understand the “what and why to do it”. Get caught up on the capabilities of Fan Purchases, by reading up on the “Introduction to Sales Reporting.
1. Configure your audience filters, snapshots, tags
To use the “Fan Purchases” function, you will need to set up parameters for targeting your wider FanCRM audience. You can do this in the form of:
1. Tags: A label used to "tag" fans to keep track of interesting behaviours & attributes. Can be based on activity (i.e. whether they've participated in a specific campaign) or attribute (i.e. they are a "hot lead").
2. Filters: Saved search that helps you organize your fans.
- To learn more about Filters, read "How to Create and Manage Filters"
3. Snapshots: Saved searches for a specific snapshot of time. They are most commonly used to compare the same “filter” during 2 different periods of time. In the case of Fan Purchases, snapshots are a great way to set up an “expected graduation” funnel.
- To learn more about Snapshots, read " How to Create Snapshots"
If you have further strategic questions around tags, filters & snapshots, please reach out to your Customer Success Manager.
2. Select Your Search Criteria
Step 1: Choose between Snapshot, Tag, and Search Filter
Step 2: Choose your audience
Begin by navigating to Sales>Fan Purchases. Once you’ve selected between snapshot, tag and search filter, our dropdown will populate with all of your saved audiences. Choose the audience(s) you would like to hone in on! You can select multiple audiences but they must fall under the same type of function (i.e. you cannot choose 1 snapshot, and 1 tag).
Step 3: Select the purchasing statistics you want to “view by”
You can choose to view by artist name, event name, venue name, price code, event date, city, metro area or province. What you select to "view by" will depend on what insights you’re hoping to uncover.
For example: if you are monitoring a specific segment of fans’ “graduation journey” from GA>GA+>VIP, viewing by “Price Code” would make the most sense. Or, if you’re looking at concert data and upselling opportunities, viewing by “artist name’ or “event name” might make more sense.
3. Read Your Report
This table shows you distinct venues, artists, provinces etc, followed by amount, quantity and sales:
- Amount: Represents the total dollar amount paid by this group in CAD
- Quantity: Represents the total number of purchases (#of tickets sold, #items sold) by this group
- Sales: Represents the number of sales/orders made by this group
Note: You can order by ascending or descending for any of the columns
When you understand what audience you’re targeting for this information, you can uncover some interesting insights. For example, if you’re looking at an audience that came in through a new promotional campaign, you can measure the “stickiness of this campaign” - i.e. are these fans more likely to only purchase tickets to one event/artist and then move on?
Please reach out to your Customer Success Team for further assistance!