The Membership analysis report in Loyalty brings together a number of measures of Loyalty performance to assist in marketing and general management, focusing in particular on trends in customer habits.

The report is divided into six sections:

Analysis of membership and membership spend by a number of different breakdowns such as Preferred Cinema, Pickup Cinema, Gender, Age Range, Household Income, Education Level, Marital Status and How Heard About.
Top 10 Films members watched by Spend
Top 10 Ticket Types members used by Spend
Top 10 Concessions Purchased by Spend
Recognitions Redeemed
Balance Types

Report Prompts

Prompt	Description
Date Range	Data from the selected time period will be used to generate the report. The Membership Analysis report would typically be run for a whole month or a whole year, calculating New Members, Expired Members, Number of Visits and Sales Transactions; and analysing Recognitions and Balance Types.
Club	The Loyalty Club for which the analysis is to be performed. The default is (all) clubs.
Activity Weeks	The Activity Period is calculated as the specified time before the End of the Date Range. An active member is defined as having performed a transaction within the Activity Period. If this is not specified, the Activity Weeks will default to 18 months.

Terms Used

Breakdowns

In Section 1, the sameanalysis is performed for the following member criteria:

Term	Description
Preferred Cinema	The cinema that members indicated they preferred to attend.
Pickup Cinema	The cinema that members indicated they would pick up their membership card from.
Gender	The gender (male/female) defined for members.
Age Range	The defined age grouping selected for members.
Household Income	The defined income level grouping selected for members.
Education Level	The defined education level grouping selected for members.
Marital Status	The defined marital status selected for members.
How Heard About	The way members found out about the membership program.

Section 1

Section 1 displays a variety of statistics based on Membership for each of the member criteria Breakdowns.

Term	Description
New Members	The number of members who signed up to Loyalty during the selected Date Range.
Expired Members	The number of members whose membership expired during the selected Date Range and is still expired at the time the report is run.
Active Members	The number of members who performed a transaction during the Activity Period. The Activity Period is calculated as the number of weeks (specified in the Activity Weeks prompt) leading up to the End of the Date Range. For example: The Start of the Date Range is 1st July 2009 and the End is 31st December 2010. The Activity Weeks is 78 weeks (18 months). Active members are defined as those who made a transaction between 1st July 2009 and 31st December 2010.
Total Members	The total number of members in the system during the selected Date Range (excluding any members whose membership expired before or during the report date range).
Visits	The number of times members performed a unique transaction and bought tickets during the selected Date Range. If a member buys tickets twice in a day, 2 visits will be counted. Transaction where members only buy concessions are not counted.
Active Members %	The percentage split of Active Members for each breakdown (Preferred Cinema, Pickup Cinema, etc).
Average Visits	The average number of individual visits to the cinema active members performed for the period. This figure is only really meaningful when the report is run over a large period (such as 1 year, instead of 1 month).
Admits	The number of admits for members during the selected Date Range.
Box Office Spend	The Gross Box Office amount spent by members during the selected Date Range.
Average Box Office	The Average Box Office amount spent per active member during the selected Date Range. This figure is only really meaningful when the report is run over a large period (such as 1 year, instead of 1 month).
Concessions Spend	The Gross concessions amount spent by members during the selected Date Range.
Average Concessions	The Average concessions amount spent per active member during the selected Date Range. This figure is only really meaningful when the report is run over a large period (such as 1 year, instead of 1 month).
Total Spend	The total Gross amount spent by members during the selected Date Range.
Total Average Spend	The total Average amount spent per active member during the selected Date Range. This figure is only really meaningful when the report is run over a large period (such as 1 year, instead of 1 month).
Total Spend %	The percentage split of the Total Average Spend for each breakdown (Preferred Cinema, Pickup Cinema, etc).

Section 2

Analysis of the top 10 films watched by members.

Term	Description
Film	Each film title for which tickets were sold during the selected Date Range, ordered by those with the highest Total Spend.
Admits	Total admits for members to the film during the selected Date Range.
Total Spend (Gross)	The total Gross amount spent by members for each film during the selected Date Range. This figure is tax-inclusive.
Total Spend %	The percentage that each film represents of the Total Spend (Gross) during the selected Date Range.

Section 3

Analysis of the top 10 ticket types purchased by members.

Term	Description
Ticket Type	Each ticket type sold during the selected Date Range, ordered by those with the highest Total Spend.
Admits	Total admits for members with the ticket type during the selected Date Range.
Total Spend (Gross)	The total Gross amount spent by members on each ticket type during the selected Date Range. This figure is tax-inclusive.
Total Spend %	The percentage that each ticket type represents of the Total Spend (Gross) during the selected Date Range.

Section 4

Analysis of the top 10 concessions purchased by members.

Term	Description
Item	Each item sold during the selected Date Range, ordered by those with the highest Total Spend.
Admits	Total number of item bought by members during the selected Date Range.
Total Spend (Gross)	The total Gross amount spent by members on each item during the selected Date Range. This figure is tax-inclusive.
Total Spend %	The percentage that each item represents of the Total Spend (Gross) during the selected Date Range.

Section 5

Analysis of recognitions redeemed.

Term	Description
Recognition	The Recognition Types used during the selected Date Range.
Cinema	The cinema that recognitions were used at.
Members	The number of members who used the recognition during the selected Date Range.
Quantity	The number of the recognition types used during the selected Date Range.
Average Quantity per Member	The average quantity of each recognition used for each member who used the recognition.
% Per Cinema	The percentage quantity of recognitions used versus the total recognitions used for the month. This figure indicates which recognitions were most popular.

Section 6

Analysis of balance types used.

Term	Description
Balance Type	The Balance Types used during the selected Date Range. For example: Member Points, Total Days Visited.
Cinema	The cinema at which points were used and earned for each balance type during the selected Date Range.
Points Used for Period	The number of points used for the balance type during the selected Date Range.
Points Earned for Period	The number of points earned for the balance type during the selected Date Range.

See also:

Loyalty membership reports