Profile match

A customer who shares the profile of the company's own regular buyers of a product, on tenure, spend band, attendance or the desk's equivalent, and has never bought it. Valued at what the regular buyers with that profile spend. The prospect list from the base the company already has.

DefinitionA customer who shares the profile of the company's own regular buyers of a product, on tenure, spend band, attendance or the desk's equivalent, and has never bought it. Valued at what the regular buyers with that profile spend. The prospect list from the base the company already has.

From the base, not a purchased list

The club's own members who look like its hospitality buyers already sit in its ticketing ledger.

Once-and-gone apart

A customer who bought once and did not return is a service conversation, not a prospect.

How it is used

Customers who do not hold a product are scored against the profile of the company's own regular buyers of it, on tenure, spend band, attributes and the other products held. Those above a stated similarity are listed.

Example

Regular buyers of the payments product are mostly five-year customers with over $2 million turnover who already hold cards. Sixty-four customers fit that profile and do not hold it.

Where it goes wrong

Every non-holder listed as a prospect. The list is too long to work and mostly wrong.

Articles that use this term

Wallet share and penetration · Sports

From season ticket to hospitality: the members who bought once, and the ones who never were asked

How a sports organisation measures the path from its ticketing base to its hospitality and membership products, from the ticketing and hospitality ledgers joined on the customer: season ticket holders who have bought hospitality once, the ones who bought and did not return, the ones who fit the profile of hospitality buyers and were never offered it, the value at the norm of similar members, and the list per fixture of who to invite.

16 Sept 20262 min read Coverage and territory · Sports

Ten questions a sports commercial director asks, and the table that answers each

The ten questions a club or league's commercial director puts to the partnerships, hospitality and ticketing teams, which partners were under-delivered against what they paid, which inventory sells out early and which never sells, which partners are late to renew against their own history, which hospitality seats sit empty and whose, which members look like hospitality buyers and were never asked, what is the delivery ratio against package discount, which fixtures leave the most unsold, which partners' primary contact changed, what is partner concentration by value, and what changed, each with the table from the contracts, the inventory master, the delivery log and the ticketing ledger, and the answer to send back.

16 Sept 20262 min read