How it works?

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Where audiences choose to go, how often, to what art form and how they find out about events is critically important. Maintaining accurate and up to date data on customers will help to inform and shape a marketing strategy to encourage more frequent attendance and build better customer relationships.

Nick Beasley, Audiences Wales

Jargon Buster

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Marketing spend per attender

What does this mean?

An indicator of how much investment has been required for each attendance generated. This is calculated as:

Total gross marketing spend in relation to an event / Total attendance at that event

How did we get this definition?

'Gross’ is a standard accounting term that means the value of something before any deductions or reductions have been made.