Recipe: Perform a Crossover Analysis

# Segmentation

# Marketing

# Recipes for success

Makes: A way to analyze the behavior of segmented customers and uncover audience crossover patterns

Get deeper insights into your customers' behavior and encourage more targeted cross-promotion by understanding which events they tend to attend in common. A Crossover Analysis helps you identify shared audience interests and build smart campaigns around them.

What you need

Customer List: To find customers who have purchased tickets for a particular event or genre.

Customer Behaviour Analysis Report: Use this to analyze how those customers behave and which other events they also book for.

Event Attributes (optional): Useful for grouping events into genres or themes.

Local segments: For identifying non-bookers of key events within your customer list.

Dotdigital or another integrated email tool: To follow up with targeted campaigns.

Time required

Prep time: 5 minutes

Cooking time: 25 minutes

What will this help me achieve?

Identify which events your customers are most likely to attend in common

Target customers with upcoming events that have a high crossover percentage

Increase bookings by aligning promotions with proven behavior patterns

Concepts we’ll be using

Crossover is the percentage of customers from your target list who also booked other events.

Customers who overlap across events are valuable prospects for targeted promotions.

Segmenting and identifying non-bookers gives you a warm audience for re-engagement.

Prep

Build a customer list Create a customer list for a specific event or genre. Use event attributes if needed to organize your data more effectively.

Tip: Tag events with a shared genre or theme using attributes to make future lists easier to generate.