Understand who your customers are, what they are worth, and how they buy, so you can target the right audiences and tune your offer.

Quick overview

This dashboard profiles your customer base: age, gender and language mix, where they come from, when and how far in advance they book, basket size, add-on spend, value per visitor, lifetime value, and value tiers (VIP, Regular, Occasional). Use it to segment audiences, localise your content, target loyalty actions, and tune pricing and timing.

Who this is for

Primary audience: Marketing and growth managers

When to use it

Decision it helps you make: identify your highest-value and highest-potential customer segments, and decide where to focus loyalty, localisation, and pricing or timing actions.

Why use this dashboard

Use it to know your audience before you act. You can see which age groups and regions drive your business, which languages to communicate in, how far ahead people book, and which customers are worth the most over their lifetime. That makes it easier to decide who to reward, who to win back, and how to position your offer.

Access and default filters

📌 How to access: app.smeetz.com > Analytics > Dashboards > Customer intelligence

URL: https://app.smeetz.com/analytics/dashboards/Customer%20intelligence
Default date range: a recent sales window (adjust with the Transaction date filter).
Data currency: the dashboard shows the time of its last data refresh in the header. Check that tile to see how up to date the figures are.

Filter guide

Filter	What it does	Typical values
Transaction currency	Limits the dashboard to one currency.	CHF, EUR
Transaction date	Sets the time window for sales.	Last 30 days, this season
Product name	Focuses on one or more products.	Any of your products
Channel	Focuses on one or more acquisition or sales channels.	Online, point of sale
Customer country	Filters by the customer's country of origin.	Switzerland, France
Customer canton code	Filters by Swiss canton.	VD, GE, ZH
Customer age	Filters by customer age.	Any age range
Customer gender	Filters by customer gender.	Female, Male

Visuals explained

Header band

Dashboard purpose: a one-line reminder of what the dashboard is for.
Last data refresh: the date and time the figures were last updated (Swiss time).

Headline figures

Revenue per visitor (RPV): the average revenue earned per customer.
Average order value (AOV): the typical revenue per order.
Avg tickets per order: the average number of items per order (tickets, add-ons, and standalone items), after cancellations.
Avg booking lead time: how many days in advance, on average, customers book.
Avg ancillary spend per visitor: the average add-on spend per customer.
Avg customer lifetime value: the average total spend per customer, across all of their paid bookings with you.

Who are my customers?

Gender split: the gender mix of your customer base.
Age group mix: how customers are distributed across age groups, with percentages.
Language preference: the language of each customer's most recent booking, with counts and percentages.
Customers by value tier: your active customers split by lifetime spend into VIP (top 10%), Regular (the next 40%), and Occasional (the bottom 50%).

Where do they come from?

Top regions by customers: canton and municipality ranked by number of customers, with their share and associated revenue.
Customer origins: a map of customers by country.
Customer density by zip / canton: a bubble map showing where your customers are concentrated.

When do they book?

Booking hour distribution: bookings by hour of the day.
Bookings by age group and hour: a heatmap of booking volume by age group and hour of the day.
Booking lead time: bookings grouped by how far in advance they were made.

Example scenarios

Localise your communication: use Language preference and Customer origins to decide which languages and regions to prioritise.
Reward your best customers: use Customers by value tier and Avg customer lifetime value to build a VIP loyalty action.
Time a campaign: use Booking hour distribution and Booking lead time to choose when to send offers and how far ahead to promote.

Data freshness

How current is the data: the dashboard header shows the time of the last data refresh. Check that tile to see how up to date the figures are.

Known limitations

Gender is often blank. It comes from an optional field that is rarely filled in, so the Gender split skews heavily to Unknown.
Age needs a birth date. Age, the age group mix, and the age-by-hour heatmap only include customers who have a birth date on file.
Maps need an address. Customer origins, the density map, and Top regions only include customers with a complete address.
Demographic filters reduce totals. Filtering by country, canton, age, or gender drops customers who are missing that detail, so totals shrink.
Lifetime value counts paid orders only. Guest, unpaid, fully refunded, and gift-card-only orders are excluded from lifetime value and value tiers.
Value tiers are per currency. A customer who booked in two currencies is ranked separately in each. With no currency selected, lifetime value mixes currencies, the same as every other revenue figure on the dashboard.

KPI definitions

These are the KPIs on this dashboard, with what each one means and how it is calculated. The What it means text is the text you see when you hover the (i) icon on the tile.

KPI	What it means	How it is calculated
AOV	Average Order Value - the typical revenue per order.	Gross revenue divided by the number of orders. Not the same as Avg value per order on Daily overview, which uses net sales.
RPV	Revenue Per Visitor - average revenue earned for every visitor.	Gross revenue divided by the number of visitors.
Avg ancillary spend per visitor	Average add-on spend per visitor.	Gross revenue from add-ons divided by the number of visitors.
Avg Customer Lifetime Value	Average lifetime value per customer: everything a customer has spent at your venue across all of their visits. Shown for customers active in the selected period.	Total spend of each customer across all their paid orders, averaged over the customers active in the period.
Customers by value tier	How your customers split into value tiers by lifetime spend: VIP is the top 10% of customers, Regular the next 40%, Occasional the remaining 50%. Tiers are based on all paid orders, for customers active in the selected period.	Customers are ranked by lifetime spend and split at the 10% and 50% marks.
Unique customers	Number of distinct customers who booked. Used in the customer map and the region breakdown.	Each customer counts once, however many orders they placed.
Customer count (age group and country)	Number of distinct customers, by age group or country. The age group is only calculated when the birthdate is provided.	Each customer counts once. Customers without a birthdate are not in the age breakdown.
Booking Count	Number of orders, by age group and time of day.	See Booking Count on the Sales performance & trends article.

Avg Booking Lead Time, Number of bookings, AVG Tickets per Order (the same as Avg basket size per order) and Gross Revenue also appear on this dashboard. See the Daily overview article and the Sales performance & trends article.

Customer intelligence