Contact indicators
- Natalia MALVAR ARIZA
- Laurent BURGBACHER
The criteria are used as labels that will enable you to segment your contact base, and thus target it with SAM. This classification is calculated automatically depending on the actions of the contact.
For example, the indicator “Season-ticket holder” becomes automatically “Season-ticket holder: yes” when a contact buys a season-ticket for the current season.
The contact indicators are displayed as pictograms at the top of the Summary tab of the contact file, but you can also find them listed by clicking on the "Indicators" menu of the vertical menu of the contact file.
The indicators are usually set at the beginning of the project, before the recovery of the contact data. If you need to activate new indicators later, you could do it requesting a service here.
Below you can find a list of the standard indicators of Secutix 360º in alphabetical order:
Assiduity:
This shows the current assiduity of a contact. The assiduity is defined through the number of performances that the contact has purchased during a season. The more performances are purchased, the more regular the contact will be considered as.
Calculation frequency: Real time or season change.
Value: The value is the number of different performances that the contact has attended or intended to attend during the season. The returned tickets are not taken into account. The default value is 0:
- 0 = Inactive
- 1 = Occasional
- 2 - 5 = Regular
- 6 or more = Constant
Children product:
This indicator shows if a client has bought o reserved a product belonging to the “Children” category.
Calculation frequency: Real time or season change.
Value: When the contact places an order (purchase or reservation) including a product with a “Children” audience category, the value will turn into “Yes”. The value will not be restarted if the order is cancelled. The default value is No.
Communication language:
This indicator shows the preferred language of a contact.
- English / French / Spanish / German
Membership:
It shows if a contact has purchased a product belonging to the “Membership” family valid for the current season (if it is a season membership) or for the current validity period.
Calculation frequency: Daily or real time.
Value: The value is “Yes” when the contact is a member and their membership is valid (non expired validity period) and hasn't been refunded.
Recency:
This indicator measures whether or not a contact has a valid ticket under their name (cultural history).
Calculation frequency: Daily or real time.
Value: The value is the most recent date of the season (past or next) for which the contact has a ticket under their name (cultural history). The cancelled tickets are not taken into account for the calculation of the recency.
- None = Without order
- More than 3 years
- Between 1 and 3 years
- In the last months = Less than one year ago
- Today or shortly = Future
Sales channel:
It shows the most used sales cannel by the contact in the last 12 months, or 36 months if no purchase has been made in the last year.
Calculation frequency: Daily.
Value: If several sales channels have the same number of purchases, system chooses B2B first and then Internet.
- Without orders
- Others
- Internet
- B2B
Season-ticket holder:
It shows if a contact has bought a product belonging to the “Season ticket” family valid for the current season.
Calculation frequency: Real time or season change.
Value: The value is “Yes” if the contact has bought a season ticket for the current season. Cancelled season tickets are not taken into account.
Seniority:
It shows the moment from which the client of the organization is a contact.
Calculation frequency: Daily or real time.
Value: The value is the date of the first interaction between the contact and the organization (purchase contact, financial contact or cultural contact).
- None = No order
- In the last 12 months = New
- Between 1 and 4 years = Recent
- More than 4 years = Old
SML (Small / Medium / Large):
It shows if a contact is a small, medium or large consumer depending on how much they have spent during the previous season.
Calculation frequency: Season change.
Value: The value is calculated with the change of season. It represents the incomes generated by a contact the previous season. It also depends on the type of contact (collectivity, season-ticket holder or other). In each type of contact the contacts are filtered according to the income that they generate to determine 3 levels:
- Small = They are part of the 50% of contacts that generated the lowest amount of income
- Medium = Between the 50% and the top 20%
- Large = They are the 20% that generated biggest amount of income.
SML - N (Small / Medium / Large - Now):
This indicator shows if a contact is a small, medium or large consumer during the current season.
Calculation frequency: Weekly.
Value: The value is calculated again every week. It represents the income generated by a contact in the current season.
- Small = They are part of the 50% of contacts that generated the lowest amount of income
- Medium = Between the 50% and the top 20%
- Large = They are the 20% that generated biggest amount of income.
Social influence:
It shows the amount of visits generated by the shared publications that a contact has made on Facebook (number of clicks on the shared publication).
Calculation frequency: Daily.
Value: The value is the amount of visits generated by the links shared by a contact on the social media (Facebook) after their purchase in the last 12 months.
- 0 = Inactive
- They are part of the 50 % with the lowest rate of clicks = Basic influencer
- They are part of the the 50% to 20% of contacts with the highest rate of clicks = Influencer
- They are the 20% of contacts with the highest rate of clicks = Key influencer
Social media engagement:
It shows the number of purchases that the contact has shared in social media.
Calculation frequency: Daily.
Value: The value is the amount of purchases that a contact has shared in the last 12 months.
- 0 = Inactive
- They are part of the 50% that shares the least = Occasional
- They are part of the 50% to the top 20% that shares the most = Committed
- They are the 20% that shares the most = Ambassador
Youth:
It shows whether the contact is considered youth or not.
Calculation frequency: Daily or real time.
Value: For example: for the season "2007/2008" the contact has to be born after the "1st January 1989" to be considered youth.
Patron:
Indicates if the contact has the criterion “Patron” set to true or not.
Calculation frequency: Daily.
Value:
- 0: not patron
- 1: patron