Marketing & Communications
October 30, 2025 · Last updated on November 5, 2025
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.

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.

Prep time: 5 minutes
Cooking time: 25 minutes

- 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

- 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.

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.




Run the Crossover Analysis
- Open the Customer Behaviour Analysis Report.
- Select your new customer list in the criteria.
- Include both your selected event or genre and the additional events you want to compare.
- Locate the % Crossover column to see what percentage of customers attended both your target and the other events.
- Identify the top events with high crossover.
Target with an integrated campaign
- In your customer list, create a local segment for customers who did not purchase the most popular crossover events.
- Add the appropriate contact preferences.
- Send a targeted email campaign promoting the crossover events.


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