Understanding Customer Behaviour

Client: Anvil Arts, Basingstoke

Our customer intelligence team has a long standing relationship with the nationally significant Anvil concert hall and the Haymarket Theatre in Basingstoke. Gaining an insight of how their customers behave in terms of their booking habits has helped the Anvil to plan all aspects of the marketing mix accordingly.

We have mined and analysed the Anvil’s booker database to understand which customers buy which products, how often, whether they cross over onto other areas of the programme, what price brackets they prefer and how many people they book for.

This knowledge was used to build a bespoke customer segmentation, describing distinct customer types that can be used to plan and target all aspects of marketing activity most effectively and efficiently.