Marketing & Communications
October 1, 2025 · Last updated on November 4, 2025
Recipe: Identify First-time Attendees
# recipes for success
# marketing
Makes: A tag that allows you to easily identify who’s buying tickets from you for the first time
54% of audiences in 2023 were new — but who exactly are the first-timers at your organization?
Knowing this means you can benchmark their behavior against the Tomorrow’s Audience data developed by Indigo-Ltd in partnership with Spektrix. Tracking these attendees leads to greater understanding of their motivations and barriers, ultimately enabling more targeted communications that better serve them — and you.
- Access to segmentation tools in Spektrix
- Permission to create Autotags
- A basic understanding of customer and purchasing metrics
10 minutes
- Establish a consistent and accurate method to identify first-time attendees
- Enable targeted, personalized messaging to increase return bookings
- Improve trust in your data across the organization
- “First visit” purchasing metric: Identifies if the included ticket was part of a customer's first visit. Must be used with another metric such as purchase or event date.
- “Booked Once” customer metric: Finds customers who made a single, unreturned booking.
- Autotags: Labels for customer records based on criteria like “potential duplicate = true”.
- Purchase/Attendance Date: Use to time-stamp first visits for targeting.
- Define your objective: e.g., attendees who booked yesterday, or those who attended for the first time a year ago.
- Review your segmentation tools and confirm you can use both purchasing and customer metrics.
- Determine if your usage will include marketing, and check relevant contact preferences.
- Create a new Autotag in Spektrix.
- Use Purchasing Segment:
- Check “First visit”
- Combine with relevant purchase or event date
- Use Customer Segment:
- Check “Booked once”
- Apply this tag to customer lists or report criteria sets.
- If using for communications, confirm contact preference is compliant.
Want to keep these audiences engaged? Set up automated follow-up campaigns based on your new first-timer tags — send surveys, welcome messages, or tailored promotions.
↗️Normal Tags and Auto Tags
Step‑by‑step guidance on creating Tag Groups and configuring both Normal and Auto Tags in Spektrix. This will help you set up and manage the tags you need for first‑timer identification.
↗️Understanding Audience Loyalty
Learn reporting techniques to assess the percentage of first‑time bookers and retention rates—great for evaluating the impact of identifying first‑timer audiences.
↗️Improving Retention Program Template
A Spektrix‑provided Dotdigital template that helps you follow up with first-time bookers through automated email programs—perfect for boosting return rates.
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