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Box Office Data in marketing campaign planning : A proposal for a standarised approach, prepared for The Arts Council : For consideration by Computerised Box Office System Suppliers

Publication details: Cardiff : Administration Research Training Services (ARTS), 1991Description: 41 pSummary: This Study is designed to bring together the practical requirements for effective direct marketing and market analysis, using computerised systems which integrate ticketing and marketing. This Report however is aimed as much at those practitioners as at the system developers. Attitudes towards data capture, "good housekeeping routines", and data compilation and completeness will need to change if the systems are going to deliver what they are potentially capable of. Some people are already getting most of what they want. Some people are very frustrated. Reactions and responses to this Report are most welcome, and will be passed on constructively to system developers. (Font: Presentació)
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Item type Current library Call number Copy number Status Date due Barcode
Book Book Centre d' Informació i Documentació del CERC 24 Box 91 1 Available 1900074726

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I. Introduction: 1.1. The Focus of Arts Marketing ; 1.2. The Central Role of the Box Office ; 1.3. Using Transaction Data ; 1.6. Computerisation ; 1.9. Integrated Systems ; 1.10. Input to the Study ; 1.11. Defining the Brief ; 1.13. "User-Friendly"? -- II. The Database: 2.2. The Type of Database ; 2.3. Standard Data Formats ; 2.6. Prompts to Collect Data ; 2.7. Complete Data Is Important for Processing ; 2.10. Model Data ; 2.11. Comprehensive Data Specification ; 2.12. Buyer Type ; 2.13. Macro Routines to Compile Data ; 2.15. Customer Relationships ; 2.16. Ticket Type ; 2.17. Party Bookings ; 2.18. Price Paid ; 2.19. Payment Method ; 2.20. Time of Booking ; 2.21. Standardisation of Information Recorded ; 2.22. Flexibility for the Future -- III. Targeting: 3.1. Hot Lists and Housekeeping Routines ; 3.5. Hot Versus Cool Names ; 3.6. Selection Criteria ; 3.12. Events Match ; 3.13. Pre-Booked Customers ; 3.14. Patterns of Attendance ; 3.17. Time of Booking ; 3.18. Segmentation of the Market ; 3.19. Tailoring to Suit the Market ; 3.20. .List Sorting and Management ; 3.21. List Size -- IV. Profile Reports: 4.1. Data Processing ; 4.2. Catchment Area Achieved and Audience Character ; 4.3. Acorn and TGI Data ; 4.4. Marketing Reach and Market Penetration ; 4.7. Time Period ; 4.8. Key Dimensions ; 4.9. Analysis by Drive Time and Postcode Area Acorn Types. A Classification of Residential Neighbourhoods -- V. Exception Reports: 5.1. Remedial Action ; 5.2. Detailed Analysis of Booking Patterns ; 5.3. Touring ; 5.4. Useful for Targeting ; 55. Signposts to Market Segments ; 5.6. Templates for Model Reports ; 5.7. Data for Comparison ; 5.8. Penetration and Geographical Analysis -- VI. Conclusion: 6.1. Beyond Ticketing ; 6.4. For Use by the Layperson -- VII. References -- VIII. Key Issues

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