Standard indicators
- Rocio GALIANA ALONSO
- Laurent BURGBACHER
The indicators allow to divide the SecuTix contact base. They are tools used to compile marketing lists. They are calculated automatically depending on the actions in the organization 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.
Some of these indicators also appear on the “Summary” tab of the contact files as pictograms
The frequency of the calculation depends on the indicators. Its value is updated in real time daily, weekly or when the season is changed.
The level of an indicator is calculated from the value of that indicator (an indicator is active (or deactivated) for every organization of the institution).
List of standard indicators of SecuTix 360º
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 a contact.
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.
Default value: 0
Level
| Level | Number of performances (= value) | Name of the level |
|---|---|---|
| 0 | 0 | Inactive |
| 1 | 1 | Occasional |
| 2 | From 2 to 5 | Regular |
| 3 | 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.
Default value: 0
Level
| Level | The contact has purchased or reserved a “Children” product (= value) | Name of the level |
|---|---|---|
| 0 | False | No |
| 1 | True | Yes |
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.
- Not refunded membership.
- Membership for the current season or the season where the validity period has not expired yet.
Default value: 0
Level
| Level | The contact has purchased or reserved a product of the “Membership” family (= value) | Name of the level |
|---|---|---|
| 0 | False | No |
| 1 | True | Yes |
SML
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.
Default value: 0
Level
Level calculation is based on the segment depending 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.
| Level | Income bands (= value) | Name of the level |
|---|---|---|
| 1 | They are part of the 50 % with the lowest amount of incomes | Small |
| 2 | They belong to the band that overcomes the 50 % with a lower amount of incomes but below the 20 % of the highest incomes | Medium |
| 3 | They are the 20 % of the highest incomes | Large |
SML - N
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.
Default value: 0
Level
| Level | Income bands (= value) | Name of the level |
|---|---|---|
| 1 | They are part of the 50 % with the lowest amount of incomes | Small |
| 2 | They belong to the band that overcomes the 50 % with a lower amount of incomes but below the 20 % of the highest incomes | Medium |
| 3 | They are the 20 % of the highest incomes | Large |
Recency
La récence donne une indication de la dernière séance achetée par le contact.
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 bought tickets. The cancelled tickets are not taken into account for the calculation of the recency.
Default value: NULL
Level
The level is calculated using the method as the SML indicator.
| Level | Most recent performance (= value) | Name of the level |
|---|---|---|
| 0 | None | Without order |
| 1 | More than 3 years | More than 3 years |
| 2 | Between 1 and 3 years | Between 1 and 3 years |
| 3 | In the last months | Less than one year ago |
| 4 | Today or shortly | Future |
Sales channel
It shows the sales cannel the most used by the contact in the last 12 or 36 months if no purchase has been made in the last 12 months.
Calculation frequency
Daily
Value
If several sales channels have the same number of purchases, system chooses B2B first and then INTERNET.
Default value: NULL
Level
| level | Most used type of channel (= value) | Name of the level |
|---|---|---|
| 0 | Without orders | None |
| 1 | OTHERS | Others |
| 2 | INTERNET | Internet |
| 3 | B2B | B2B |
Season-ticket holdeer
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.
The cancelled season tickets are not taken into account.
Default value: 0
Level
| Level | The contact has bought a “season ticket” type product (= value) | Name of the level |
|---|---|---|
| 0 | False | No |
| 1 | True | Yes |
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).
Default value: NULL
Level
| Level | First interaction (= value) | Name of the level |
|---|---|---|
| 0 | None | No order |
| 1 | In the last 12 months | New |
| 2 | Between 1 and 4 years | Recent |
| 3 | More than 4 years | Old |
Youth
It shows whether the contact is considered youth.
Calculation frequency
Daily or real time
Value
For the season A-1/A, a contact has to be born after the 1st January A-29, so that they can be considered youth. For example: for the season 2007/2008 the contact has to be born after the 1st January 1979 so that they can be considered youth.
Default value: 0
Level
| Level | Born after 01.01.A-29 (= value) | Name of the level |
|---|---|---|
| 0 | False | No |
| 1 | True | Yes |
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.
Default value: 0
Level
The level is calculated according to the band where the contact is.
| Level | Number of times shared (= value) | Name of the level |
|---|---|---|
| 0 | 0 | Inactive |
| 1 | They are part of the 50 % that shares least | Occasional |
| 2 | They are part of the band between the 50 % that shares least and the 20 % that shares the most | Committed |
| 3 | They are the 20 % that shares the most | Ambassador |
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.
Default value: 0
Level
The level is calculated according to the band where the contact is.
| Level | Number of visits (= value) | Name of the level |
|---|---|---|
| 0 | 0 | Inactive |
| 1 | They are part of the 50 % with the lowest rate of return | Basic influencer |
| 2 | They are part of the band between the 50 % with the lowest rate and the 20 % with the highest rate | Influencer |
| 3 | They are the 20 % with the highest rate of return | Key influencer |
Patron
Indicates if the contact has the criterion “Patron” (french: Mécène) set to true or not
Calculation frequency
Daily
Value
The value = “true” if and only if the value of the criterion Patron exists and its value is set to true. Otherwise the value = “false”.
Default value: 0
Level
The level is calculated according to the band where the contact is.
| Level | Has criterion Patron set to true ? | Name of the level |
|---|---|---|
| 0 | No | No |
| 1 | Yes | Yes |
The criterion needs to have id_code = PATRON.
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