Segmentation is crucial to any customer focused organisation, particularly in arts organisations. It’s a tool that allows you to break up your audiences into smaller more manageable chunks (segments). But what segments should you split your audiences into? That’s a question that many of you may be asking yourself.

The purpose of this guide is to look at the different segmentation models, understand how they work, and learn how you can implement them in your organisation.

In this guide, ticketsource explain and summarise some of the most popular segmentation models used in the arts industry such as; Audience Spectrum, Culture Segments and Total Audience. Alongside each summary, they show you some examples of how you can apply these models into your CRM.

They've also included some worksheets in the guide which you can use to map out your segmentation in an efficient and effective manner.