Crossover reports are often requested by our clients, but there's not a standard report with that name; instead, the information can be reported on by creating a Customer List, then running that List through a report.

The Customer Behaviour Analysis report can be run, for example, per Event, Instance Start Date, or Transaction Date – however, you cannot make it do a crossover analysis on its own. As such, you'll need to first create a Customer List of customers who attended the Event(s) you wish to analyse, then take that List and run it through the report. The Customer Behaviour Analysis report gives you lots of information, with one section in particular – How many customers booked for which events? – ideally suited for crossover analysis.

For the purposes of this article, let's say we're interested in finding out which shows in 2019 customers who came to see Hamlet in 2020 also attended.

In this article, we'll cover:

• Making a Customer List to find Hamlet bookers
• Running this Customer List through the Customer Behaviour Analysis report for Instances with a 2019 start date
• Further reading

Making a Customer List to find Hamlet bookers

You'll create your Customer List in Insights & Mailings > Customer Lists > Customer Lists by clicking the New Customer List button in the bottom right-hand corner of the Customer List Explorer:

You'll need then want to create a new Booking Segment to find all customers who saw Hamlet in 2020. Click New Local Segment in the bottom left-hand corner of the Customer List Builder:

Give your Segment a name, e.g. Booked for Hamlet, and choose to make a Booking Segment.

NOTE: if you need a full guide to the different Segment types available, have a read of our article on Global and Local Segments.

Drag down the Events metric to dotted area marked Drop to add to criteria, then select your Event in the pop-up and hit the right-facing arrow to add it to the Include the following events list:

NOTE: if you can't see the Event in question, you might need to un-tick the Only show live events check box to view archived Events, too.

Click Ok to add this metric, then Next to go to the Booking Statistics page, then hit Save. This will create the Segment in the Local Segments section of the builder:

You can then drag and drop this Segment into the Drop criteria here box. You can click the Update count button in the top right-hand corner to quickly check how many people appear in this Customer List.

From here, select Run through report from the Choose an action dropdown to launch the Report and Criteria Set Selector.

Running this Customer List through the Customer Behaviour Analysis report for Instances with a 2019 start date

The Report and Criteria Set Selector includes all of your existing reports and Criteria Sets and functions in practically the same way as your Report Explorer. The only difference is that you cannot create new Criteria Sets for reports here, so you'll need to create these in the Report Explorer beforehand.

Search for the Customer Behaviour Analysis report from this list, then select the By Instance start date criteria set:

You'll then set the criteria for this report to be for Instances with the start date of Last year:

If you run this as a PDF, or as Excel, this will give you a fully styled report with the following sections:

• How long did customers book in advance?
• Through what sales channel did customers book?
• How did customers choose to have their tickets delivered?
• How many customers booked for which events?
• What size groups did customers visit in?
• How did customers hear about the event?
• What offers did customers take advantage of?
• When offers were taken up, what promotion codes were used?

Further reading

If you're looking to learn more about Customer Lists and reports, we would recommend having a read of the following articles:

• Global and Local Segments: a guide to creating and editing Segments to define which customers should be included in a Customer List
• Customer List Builder: a guide to creating and editing Customer Lists, and putting your Segments into action
• Customer List Schedules: a guide to using Customer List Schedules to automate the running of Customer Lists, to deliver a Customer List or send automated emails
• A Guide to Standard Reports in Spektrix: a look at all our Standard Reports, breaking down the details of each one and what it’s best used for so that you can understand what’s available and quickly find the most suitable report for your needs

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If you have any further questions about Customer Lists and reports, please don’t hesitate to get in touch with the Spektrix Support team.