AusLeisure

ActiveXchange has developed a new customer-centric dashboard to its ActiveXchange for Operators data intelligence platform.

Helping aquatic, fitness and recreation facility operators drive revenue generation, reduce costs operationally and across programming and identify gaps and gains in local markets, the dashboard offers interactive elements for customer-market segmentation, demographic profile, geographic profile, psychographic profile and behavioural profile.

The dashboard is also able to be segmented and broken down by site or facility, customer segment, gender, age bracket, geographical classification, customer recency, deprivation index and catchment percentile.

Customer-Market Segmentation
The Customer-Market Segmentation widget provides users a view of their customers compared with the market, broken down by the market segmentation available in your area. By delving deeper into the profiles of customers and comparing against the wider market, users can further enhance their understanding of who their customers are to inform retention strategies as well as program scheduling while also identifying more efficient methods to target the potential customers of under-represented segments.

Demographic Profile
The Demographic Profile feature enables users to understand who their customers are, and where there are differences, gaps and gains from comparable market consumers. Demographic profiles can be broken down by age, gender, weekly household income and is also able to advise whether customers identify as indigenous, are foreign-born and/or speak another language. The dashboard filters will further influence the Demographic Profile data to allow deeper level insight of facilities' customers and market.

Geographic Profile
The Geographic Profile utilises customer location and participation data to gain insight into site catchment areas. This is guided by the Travel Propensity tool, which ActiveXchange continues to develop to inform the reach and appeal of sites.

Furthermore the Classification and Deprivation tool displays the Geographic Classification and Deprivation of the areas based on where your customers reside. The higher the number, the more deprived the area. It is similarly aimed to identify gaps between customers and market based on Deprivation and convey to internal and external stakeholders the impact of sites within local communities.

Psychographic Profile
The Psychographic Profile enables users to understand what influences their customers, and can be broken down into a number of categories including Risk of Inactivity through ActiveXchange proprietary data modelling, and other health-based factors including 'Concerned about Diabetes', 'Wants to Lose Weight' and 'Exercises Regularly to Keep Fit'. This widget also includes the 'Needs for Assistance' indicator.

Behavioural Profile
The Behavioural Profile feature shows how customers engage with a venue. This can be evidenced through various data points captured throughout the lifecycle of a membership, in particular; which membership types are the most popular offering at a sites, membership duration by days, popular activities and programs in addition to customer lifetime duration and associated value.

Click here to contact ActiveXchange via their entry in the Australasian Leisure Management Supplier Directory.

Images courtesy of ActiveXchange.

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