This season, we're expanding our marketing outreach into some new geographic regions. These marketing campaigns will be specific to certain shows. To test ROI, we're looking for a way to pull a count of new patrons by their first show with us, and then filter by zip.
Either I'm misunderstanding the First Performance Date field in Analytics, or it's not working properly. My dashboard was showing first performances on dates that we didn't even have shows running.
Thanks in advance for any advice!
Hi Kevin,
I think a simple way to do this might be in a pivot table where your dimensions are a season, prod season, or performance you are interested in, and also the 'primary address postcode short' as well. (I'm using Season below, but you could also use a performance code to narrow just to one show)
For your new buyers, you are going to want to enter a new value formula. So hit the '+' icon next to values and create a new formula that just counts new buyers.
That formula should look something like this:
COUNT ([Constituent ID],IF (MIN( DDIFF ([Days in Date] , [Days in First Performance Date] ) ) = 0, MAX ( [Constituent ID] ), NULL))
So your pivot criteria would be something like this:
Ultimately your pivot output would look something like this:
So, you'd have an aggregate number of new patrons by each post code.
You could then export that pivot table to Excel and do further sorting or hand it over to your marketing colleagues and let them know this is where your new patrons are coming from, so perhaps advertising more in these geo zip areas might be beneficial.