Audience-metric definitions – Help Centre

Many of the audience metrics are self-explanatory, but some need a little bit of explanation. This article covers the ones that do.

Behaviour

Note: For technical reasons, sometimes members who haven't yet transacted are recorded with a "null" value rather than a "0" in the Loyalty database. These members appear under Other in the Behaviour metrics. If you want to target all your members who are yet to transact, create a Total visits filter for both "0" and "Other".

Metric name	Definition
Total visits	Graph showing the percentage of your audience (or exact number of people if you mouse over a bar) that has had a particular number of visits to the relevant cinemas since their membership began.
Monthly visitation frequency	Graph showing the percentage of your audience (or exact number of people if you mouse over a bar) that has had a particular average number of monthly visits to the relevant cinemas since their membership began.
Cinema preference (member)	A visual breakdown of your audience's preferred cinemas based on what they've manually specified in their Loyalty profile. Note: Depending on the setup in Vista Loyalty, a member can have more than one preferred cinema. For various reasons, a member's preferred cinemas may not be the ones they frequent the most. They may also, separately, have specified a (single) favourite cinema in their Loyalty profile. That's why we've provided separate visualisations for 'Favorite cinema' and 'Most frequented cinema'.
Time preference	A visual breakdown of when your audience likes to see movies. In the dropdown, you can change the view from time of day to days of the week or weeks of the month.

Content

Metric name	Definition
Genre preference (calculated)	A visual breakdown of your audience's preferred genres based on their viewing habits rather than what they have manually specified in their Loyalty profile.
Top ten movies / last 12 months	A visualisation of the top 10 movies based on the number of moviegoers from this audience over the last 12 months.