Understand Movio Metrics definitions – Help Centre

Find below important terms and definitions to understand how we calculate key numbers in Movio Metrics, either by scrolling down or jumping directly into the section you want to know more about.

Using the Regional Benchmarks you can also view how your loyalty programme and campaigns compare to other exhibitors in your region, allowing you to gain confidence in your strategy and campaign decisions.

Communications

Overview Tab

Summary

Active Members: Number of loyalty members who have transacted in the past 12 months, taken at the end of the selected month
Active Contacted: Number of active members who have been contacted by Email or SMS at the end of the selected month
Admissions: Total number of admissions sold to loyalty members in the selected month
Visits: Total number of visits (i.e. unique sessions per member) in the selected month
Total Revenue: Total revenue generated by loyalty members in the selected month

Revenue

Average Revenue Per Active Member: Total revenue for the selected period divided by the number of Active Members at the end of the selected month
Average Revenue Per Active Contactable Member: Total revenue divided by the number of Active Contactable members at the end of the selected month
Average Revenue Per Contacted Member: Total revenue divided by the number of Active Contacted members in the selected month

Membership

New members: Number of new members who joined your loyalty program in the selected month
Churned members: Number of members who fell out of the Active Members group by not transacting in the last 12 months
Reengaged: Number of members who transacted in the selected month whose previous transaction was >12 months ago

Communication

Total number of campaigns sent: Sum of all email and SMS campaigns sent in the selected month
Active Contactable: Number of Active Members who either have a valid email address and are opted-in to receive communications from a synced subscription category or were contacted over the course of the selected month
Average Campaigns Per Contacted Member: Average number of campaigns received by each contacted member in the selected month (total emails sent / contacted members)
Open Rate (Unique): The unique open rate across all email campaigns for the selected month (sum of unique opens across all campaigns / sum of emails sent)
Click Rate (Unique): The unique click rate across all email campaigns for the selected month (sum of unique clicks across all campaigns / sum of emails sent)

Revenue Tab

Revenue Summary

Total Revenue: Total revenue generated by loyalty members in the selected period
Total Box Office Revenue: Total revenue generated by admissions from loyalty members for the selected period
Total Concession Revenue: Total revenue generated by concession sales from loyalty members for the selected period
Total Other Revenue: Total revenue generated excluding admissions and concessions from loyalty members for the selected period
Average Box Office Revenue Per Admission: Average revenue generated by box office sales per admission (Total Box Office Revenue / Admissions)
Average Concession Revenue Per Admission: Average revenue generated by concession sales per admission (Total Concession Revenue / Admissions)
Average Total Revenue Per Admission: Average revenue generated per admission (Total Revenue / Admissions)

Visitation

Admissions: Total number of admissions sold to loyalty members in the selected period
Visits: Total number of visits (i.e. sessions) in the selected period
Admissions by top ten locations: The ten locations with the most admissions sold in the selected period

Membership Tab

Summary

Active Members: Number of loyalty members who have transacted in the past 12 months
Active Contactable: Number of Active Members who either have a valid email address and are opted-in to receive communications from a synced subscription category or were contacted over the course of the selected month
Active Contacted: Number of active members who have been contacted by Email or SMS in the selected period
Inactive Contactable: Number of Inactive members who have a valid email address and are opted-in to receive communications in the selected period

Member Health

New members: Number of new members who joined your loyalty program in the selected month
Reactivated members: Number of formerly Inactive Members who have transacted and become Active Members within the selected period
Churned members: Number of members who fell out of the Active Members group by not transacting in the last 12 months

RFM

Recency: Mean member recency (days since last transaction date) over past 12 months
Frequency: Mean member count visits in the past 12 months (from the end of the month) for Active members. (Alternative - Average Monthly Frequency: Total member visits in past 12 months divided by 12, or number of months a member has been active, whichever is less)
Monetary: Mean member total spend in past 12 months / count visits in past 12 months

Communications Tab

The metrics in this section are similar to the campaign summary reporting and follow common marketing campaign reporting definitions.

For more details, also see Movio Metrics explained and Using Movio Metrics.