Resources: Glossary
Tech jargon translated, so you can shine in meetings.
24 data concepts to master so you can leave your IT team in peace.
- CDP (Customer Data Platform)
- A platform that unifies data from all your sources into a single record per contact. The foundation of all personalisation.
- CRM
- Customer Relationship Management: the tool that structures your relationship with your audiences: history, segments, campaigns.
- Ticketing attribution
- Linking every ticket sold to the campaign that triggered it. Proof of marketing ROI, with no estimates.
- Segment
- A group of contacts sharing criteria (frequency, programme, location). At Arenametrix, it updates itself.
- Loyalty scoring
- A score calculated continuously for each contact based on frequency, seniority and responsiveness. It reveals at-risk contacts and future season ticket holders.
- Marketing automation
- Scenarios triggered by behaviour: welcome, reminder, post-event. The team steers, the platform executes.
- Churn
- The loss of season ticket holders or regulars from one season to the next. It can be measured, anticipated (scoring) and fought (re-engagement scenarios).
- LTV (lifetime value)
- The total revenue a contact generates over their whole relationship with you. Loyal season ticket holders are worth several times a first-time buyer.
- First-time attendee
- A contact who has come only once. The most strategic segment: everything is decided between the 1st and 2nd visit.
- Engagement pyramid
- From strangers to promoters: how your audiences progress through levels of engagement. You move people up, you don't filter them out.
- SSO (Single Sign-On)
- Single login: one account for ticketing, the shop and the app, and for your teams through their company account.
- RGPD
- The European regulation on personal data. Tracked consents, right to be forgotten: built into the platform.
- Attribution
- Linking a sale (ticket, season ticket, product) to the marketing action that triggered it. Without attribution, ROI remains an estimate.
- Opt-in / Opt-out
- The consent given (or withdrawn) by a contact to receive your communications. Tracked by channel and by purpose, it determines whether your sends are lawful.
- No-show
- A ticket sold whose holder never came. The gap between sales and actual attendance, measured by access control.
- Capacity
- The capacity of an event or venue. Its occupancy rate is the most closely watched management indicator in the sector.
- Average basket
- The average amount spent per contact, ticketing and secondary sales combined. The growth lever when capacity is capped.
- Cross-selling
- Offering a complementary product at the right time: merchandise, food and drink, parking, upgrade. All the more effective when it relies on actual history.
- Dynamic segment
- A list that updates itself based on behavioural criteria. Unlike a frozen export, it is never out of date.
- NPS (Net Promoter Score)
- A recommendation indicator based on a single question: "Would you recommend this venue?". Easy to collect, easy for every team to read.
- Deduplication
- The automatic merging of records belonging to the same person, despite spelling or address variations. The condition for a reliable database.
- Renewal rate
- The share of season ticket holders who renew from one season to the next. An organisation's most predictable revenue, and the most expensive to win back once lost.
- Cashless
- Contactless on-site payment (wristband, card, app). It reveals what your audiences actually consume during the experience.
- Third-party reseller
- A ticket reseller (Fnac, Ticketmaster, Shotgun...). Handy for sales, but it keeps the customer relationship unless you recover the data.