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First-Time Buyers in Analytics?

Mike Mariano
$organization

Hello:

We are interested in tracking first-time buyers/attendees/donors to the Symphony. In List Manager I am able to make blunt lists per production that exclude any record with ticket history prior to the current concert.

However, I have not figured out how to get ticket/dollar amounts for first-time buyers in Analytics. I think I can fake it using Lists to filter, but is there a way to do it formulaically?

-- Mike

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  • $organization

    Hi Mike,

    If the default or configured definition for the CONSTITUENT element [First Performance Date] is an accurate enough reflection for your definition of First in this case, then we can compare that to the ticketed performance dates to determine who is a first-timer. 

    The formula varies a bit based on the desired output, but if you're in a Pivot widget with Constituent ID on Rows, then a formula like this will flag up first timers:

      IF (
    MIN( DDIFF ( [Days in Performance Date] , [Days in First Performance Date] ) ) = 0
    , MAX ( 1 )
    , NULL
    )

    One could then filter the widget on that Value where it equals 1 to see only the first-timers in the results.

    If that needs to be aggregated up to a higher level, like the [Performance Date and Time] or [Production Season], then the formula needs to be couched in Multi-Pass Aggregation. 

    COUNT ( [Constituent ID] ,
  IF (
    MIN( DDIFF ( [Days in Performance Date] , [Days in First Performance Date] ) ) = 0
    , MAX ( [Constituent ID] )
    , NULL
    )
)

    In this case it's a unique count of constituents, but that COUNT could be swapped with a SUM and the MAX ( [Constituent ID] ) replaced with [Total Ticket Paid Amount] to instead show the amount attributable to first-timers.

    There are not currently corollary [First Gift Date] and [First Order Date] CONSTITUENT elements in Analytics, but one could add them using the available [Custom Date 01-10] fields.

    This is the help page that references CONSTITUENT element configuration: Tessitura v15.1 Help System - TX_ANALYTICS_DIVISION_ELEMENT

    And Part 2 starting around 14:00 has some further details with a specific example starting around 20:00: Tessitura Analytics Technical Overview

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