EventHUB AI in Events

From Data to Better Decisions

We analyzed ticket sales and audience data using AI. The result is a set of actionable insights and recommendations that can help event organizers improve communication targeting, increase sales, and better understand their audience.

Case Study: Theatre

The data comes exclusively from online purchases; therefore, no ticket sales at the box office are included.

Executive Summary | Theatre
Ticket Sales Analysis · 2024–2025

Executive Summary

An overview of performance, key findings and recommendations for management and the marketing team

Key Metrics

Total Revenue
857 388,95 EUR
Tickets Sold
48 278
Unique Customers
13 718
Number of Events
408
⚠️
Year-on-year decline: Revenue fell by 14.98% (463 397,25 → 393 991,70 EUR) and the number of tickets sold dropped by 21.90% (27 107 → 21 171 units). This trend requires attention and an active response in the marketing strategy.

Key Findings

🔁
Most customers won't return
74.1% one-time buyers
Out of 13 718 customers, as many as 9 917 people purchased only once. Every returning customer has an average value of 64,03 EUR — retention is the fastest path to revenue growth.
📊
Revenue concentration
23% of customers = 50% of revenue
Pareto analysis shows that half of all revenue comes from just a quarter of customers. Nurturing Champions (911 customers, avg. 134,79 EUR) and Loyal customers (2 302 customers, avg. 97,45 EUR) is critical.
🔥
At Risk customers — looming loss
1 328 customers, ~109 188 EUR
The At Risk segment (9.68% of customers) had a history of purchases but is currently inactive. Their average revenue of 82,22 EUR is the second highest among all segments — losing them would be a costly mistake.
⏱️
Optimal sales window
15–30 days before the event
29.7% of all tickets are sold in this window. Together with the 31–60 day block (25.4%), these two segments cover more than half of total sales — the ideal time for targeted communication.
😴
Hibernating — dormant potential
2 271 customers, ~106 171 EUR
The Hibernating segment (16.55%) is a large group of customers who purchased in the past but have not returned for a long time. A reactivation campaign can re-engage some of them without customer acquisition costs.
📅
Tuesday is the strongest day
1 370,60 EUR/day on average
Tuesday generates 26% more revenue than Saturday (the weakest day, 1 007,95 EUR/day). Email campaigns sent on Monday or Tuesday maximise reach during the most active purchasing window.

Opportunities to Increase Attendance

1
Retention of one-time customers
9 917 customers (74.1%) purchased only once and never returned. The average customer value is 64,03 EUR. Post-purchase email communication can convert one-time visitors into returning customers — without the cost of acquiring new audiences.
Recommendation: An automated thank-you email within 48 hours of purchase + a personalised offer for the next event sent 20–25 days before the date. Target customers who purchased 90–180 days ago and have not returned.
Conservative
~31 760 EUR
5% conversion (496 customers × 64 EUR)
Realistic
~63 518 EUR
10% conversion (992 customers × 64 EUR)
Optimistic
~95 277 EUR
15% conversion (1 488 customers × 64 EUR)
2
Reactivation of At Risk and Hibernating customers
A combined 3 599 customers in the At Risk (1 328, avg. 82,22 EUR) and Hibernating (2 271, avg. 46,75 EUR) segments represents a potential of ~215 000 EUR. These customers already know the theatre — they just need the right motivation to return. Returning customers purchase on average every 118 days, providing a natural reactivation window.
Recommendation: For At Risk: a targeted email with an exclusive offer 30 days before a popular event (the Early segment has avg. revenue of 4 042 EUR/event). For Hibernating: a 2-email reactivation series focused on the new season, featuring events from Group 3 (highest avg. revenue of 3 689,98 EUR/event).
Conservative
~22 700 EUR
10% reactivation (360 customers)
Realistic
~45 400 EUR
20% reactivation (720 customers)
Optimistic
~68 100 EUR
30% reactivation (1 080 customers)
3
Early bird communication for loyal customers
Champions (911 customers, avg. 134,79 EUR) and Loyal customers (2 302, avg. 97,45 EUR) make up a combined 3 213 customers with the highest potential. Returning customers purchase on average 2.8 days earlier than one-time buyers — they are interested in planning ahead. Early communication about upcoming events can increase their purchase frequency.
Recommendation: An exclusive newsletter for Champions and Loyal customers — first access to the new season programme, sent 45–60 days before the event. Tone: premium, personal, "just for you". Send on Tuesday morning (the strongest purchasing day, 1 370,60 EUR/day).
Conservative
~31 137 EUR
10% extra purchase (321 customers × 97 EUR)
Realistic
~46 756 EUR
15% extra purchase (482 customers × 97 EUR)
Optimistic
~77 891 EUR
25% extra purchase (803 customers × 97 EUR)

Marketing Recommendations

Reactivation campaign — At Risk segment
What Personalised email with a selection of 3 events and emphasis on limited seat availability
Who At Risk customers — 1 328 customers who purchased but have not returned for a longer period
When 28–35 days before the event, sent on Tuesday morning (peak purchasing activity)
Expected impact (realistic scenario, 20% conversion): ~21 900 EUR in additional revenue (267 customers × 82,22 EUR)
Welcome email series after first purchase
What Automated thank-you email + a 2nd email with recommendations after 30 days if no further purchase occurs
Who One-time customers — every new customer after their first purchase (9 917 existing + every new one)
When Email 1: within 48 hours of purchase. Email 2: 20–25 days before the next suitable event
Expected impact (realistic, 10% conversion of existing): ~63 518 EUR — the highest potential among all measures
Premium newsletter for loyal audiences
What Exclusive pre-season programme overview with the option of first seat selection
Who Champions + Loyal — 3 213 customers with the highest average revenue (97–135 EUR)
When 45–60 days before the start of the season, sent on Tuesday — targeting the Early booking segment (69.3% of advance sales)
Expected impact (realistic, 15% extra purchase): ~46 756 EUR; strengthening retention of the most valuable segment
Hibernating reactivation — new season
What "We've missed you" campaign — 2 emails focused on new productions, without discounts (preserving value)
Who Hibernating customers — 2 271 customers inactive for an extended period, avg. revenue 46,75 EUR
When Start of the new season (September/January) — natural reactivation window; send on Tuesday
Expected impact (realistic, 20% reactivation): ~21 245 EUR (454 customers × 46,75 EUR); long-term retention effect

Analysis in details

Overall Overview | Theatre

Overall Ticket Sales Overview

Period: 1 January 2024 – 30 December 2025

Transactions and Revenue

Total number of transactions
20 070
Total revenue
857 388,95 EUR
Total number of tickets sold
48 278
Average purchase value
42,72 EUR

Customers, Events and Period

Average number of tickets per purchase
2,41
Number of unique customers
13 718
Number of unique events
408
Data time period
1 Jan 2024
– 30 Dec 2025

Monthly Trends

Monthly Revenue (EUR)

Monthly Number of Tickets Sold

Sales Time Trends

Sales Time Trends

Analysis of revenue and tickets by month, day of the week and time slot

Data Quality Report
Empty cells (total)
0
Records with value 0 EUR
714
Records with 0 tickets
0
Duplicate Purchase IDs
20
Total number of records
20 070
Years tracked
2024 – 2025
⚠ 714 purchases have a value of 0 EUR — these may be complimentary tickets or data errors. 20 duplicate Purchase IDs may indicate duplicate records; verification is recommended. All calculated values are based on the original data without filtering.

Section 1 — Year-on-Year Comparison

Revenue change 2024 → 2025
−14,98 %
463 397,25 EUR → 393 991,70 EUR
Ticket count change 2024 → 2025
−21,90 %
27 107 units → 21 171 units

Monthly Revenue (EUR)

2024
2025
Insight: The highest monthly revenue was recorded in February 2024 (73 662,50 EUR). The summer months (July–August) are the weakest in both years — a typical sign of theatre audience seasonality.

Monthly Number of Tickets Sold

2024
2025
Insight: The ticket count record was set in February 2024 (4 689 units). In 2025, the strongest month was March (2 646 units) — the season peak shifted by one month.

Section 2 — Sales by Day of the Week

Average Revenue by Day of the Week (EUR / day)

Insight: The highest average revenue is achieved on Tuesday (1 370,60 EUR/day). The weekend lags behind — Saturday is the weakest day (1 007,95 EUR/day), 26% less than Tuesday.

Average Number of Tickets by Day of the Week (units / day)

Insight: In ticket count too, Tuesday leads (75.58 units/day). Saturday is again the weakest (58.17 units/day) — almost 23% fewer than Tuesday.

Section 3 — Sales by Time Slot

Average Revenue by Time Slot (EUR / day)

Insight: The highest average revenue comes from the morning slot (6:00–10:59) — 362,31 EUR/day. Night (22:00–5:59) at 84,32 EUR/day is more than 4× weaker.

Average Number of Tickets by Time Slot (units / day)

Insight: Morning also dominates in ticket count (20.57 units/day). Evening (18:00–21:59) is the second most active slot (16.99 units/day) — purchases before performances.
Advance Booking

Advance BookingAnalysis of ticket sales before the event date

Average Sales Curve

Average share of tickets sold per event by time block
The strongest average sales share at event level comes from the 15–30 days before the event block (32.8%). The last 3 days are the second strongest block (22.1%), confirming a significant last-minute effect just before the start.
Overall share of tickets sold by time block (% of total sales)
From the perspective of total sales, the 15–30 days (29.7%) and 31–60 days (25.4%) blocks dominate. Together these two blocks cover more than half of all tickets sold. The 61+ days block accounts for only 8.9% — very early purchases are the exception rather than the rule.

Key Metrics

% of tickets sold in the last 7 days
21,32 %
of total sales
% of tickets sold in the last 3 days
11,56 %
of total sales

Event Segmentation

Number of events by segment
The majority of events (234 out of 381) fall into the Other category — they have no dominant sales pattern. The number of Early (72) and Last minute (75) events is almost equal.
Average revenue per event by segment (EUR)
Early events generate an average of 4 042.23 EUR — more than 6× more than Last minute (598.70 EUR) and almost 2× more than Other (2 227.11 EUR).
Early
More than 50% of tickets sold 30 or more days before the event
Number of events72
Ø revenue / event4 042,23 EUR
Ø tickets sold190,9 units
Ø early sales share69,3 %
Ø last-minute sales share9,1 %
Events with a long sales window — the majority of tickets are sold well in advance. These are typically larger or more popular productions where audiences book seats ahead of time. The low last-minute share shows that interest is not dependent on proximity to the event date.
Last minute
More than 50% of tickets sold in the last 7 days before the event
Number of events75
Ø revenue / event598,70 EUR
Ø tickets sold41,5 units
Ø early sales share2,2 %
Ø last-minute sales share82,9 %
Events where almost all sales happen just before the event date. The significantly lower average revenue and ticket count suggests these are mostly smaller productions with a limited demand base. Practically zero early sales — communication and marketing only work in the short-term window.
Other
Events with no dominant sales pattern — sales are distributed more evenly
Number of events234
Ø revenue / event2 227,11 EUR
Ø tickets sold124,7 units
Ø early sales share18,7 %
Ø last-minute sales share23,4 %
The largest and most diverse group — sales are not concentrated in either the early or last-minute period. Average revenue and ticket count sit between the Early and Last minute segments, reflecting the variety of events in this category. Well suited for further segmentation by genre or venue size.
Customer Analysis

Customer Analysis

Segmentation and purchasing behaviour of theatre visitors

Customer Value

Average revenue per customer
64,03 EUR
Average number of tickets per customer
3,51
Average number of transactions per customer
1,45

Customer Segmentation

One-time vs. returning customers (% of customers)

Out of a total of 13 376 customers, as many as 74.1% are one-time visitors. Only every fourth customer (25.9%) returns for another purchase.

One-time vs. returning customers (number of customers)

There are 9 917 one-time customers and 3 459 returning customers. The 3:1 ratio indicates significant potential for loyalty retention programmes.

Number of customers by purchase frequency

The majority of customers (9 917) purchased only once. Customers with 2 purchases number 2 247, making it the second largest group. The 5x+ segment contains 287 loyal customers.

Share of customers by purchase frequency (%)

Customers with a single purchase make up the vast majority — 74.1%. Groups of 3x and more together represent only 9.0% of the customer base.

Number of customers by total revenue (quartile groups)

Customers are divided into 4 equally sized groups based on quartiles. Boundaries: Q1 = 30 EUR, Q2 = 50 EUR, Q3 = 75 EUR. The 30–50 EUR group is the largest (3 794 customers), corresponding to the average price of 1–2 tickets.

Purchasing Behaviour

Distribution of average days between purchases (returning customers)

Returning customers purchase on average every 118.3 days (~4 months). The largest group (748 customers) purchases in the 181–365 day interval, suggesting a seasonal visit pattern.

Advance booking — one-time vs. returning customers

Returning customers purchase on average 26.9 days before the event, one-time customers 24.1 days in advance. Returning customers plan their visit approximately 2.8 days earlier.
RFM Analysis and Pareto

RFM Analysis and Pareto

Segmentation of 13 718 customers based on Recency, Frequency and Monetary value · Reference date: 30 Dec 2025

Customer Segmentation

Number of customers by segment
💡 The largest segment consists of customers without a clear RFM profile (Other – 3 708 customers, 27%). Identified Champions number 911, representing 6.6% of customers with the highest value potential.
Share of customers by segment
💡 The Loyal (16.8%) and Hibernating (16.6%) segments are almost equal in size – they represent opposite ends of the activity spectrum: loyal customers vs. those who need to be reactivated.
Average revenue per customer by segment (EUR)
💡 Champions generate an average of 134.79 EUR – 38% more than Loyal customers (97.45 EUR). Lost customers have an average revenue of only 40.48 EUR, i.e. 3× less than Champions.
Average number of tickets per customer by segment
💡 Champions buy an average of 7.1 tickets – significantly more than any other segment. Potential Loyalists and Hibernating have the lowest average ticket count (2.4), indicating room to grow purchase frequency.

Pareto Revenue Analysis

23,0 % of customers generate
50% of revenue
55,8 % of customers generate
80% of revenue
81,7 % of customers generate
95% of revenue
857 389 € total revenue
of all customers
Pareto chart — customer revenue (descending) and cumulative % of revenue
💡 The revenue distribution is less concentrated than the classic 80/20 rule: 80% of revenue is generated by 55.8% of customers. Half of total revenue is secured by just 23% of customers. The top 18.3% of customers cover as much as 95% of revenue – a strong signal for targeted care of this segment.
Event Groups

Event Groups

Hierarchical clustering of events based on shared audience · Events with a minimum of 10 unique customers included

Analysis Overview

Total number of groups
4
Number of events in analysis
296
Average number of events per group
74
Customers at 2+ events
2 980

Group Detail

1

Group 1

18 events

Unique customers 797
Average customer overlap 2,16
Average revenue / event 2 169,15 EUR
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2

Group 2

59 events

Unique customers 3 656
Average customer overlap 0,30
Average revenue / event 2 922,24 EUR
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3

Group 3

61 events

Unique customers 4 109
Average customer overlap 0,72
Average revenue / event 3 689,98 EUR
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4

Group 4

158 events

Unique customers 7 009
Average customer overlap 0,20
Average revenue / event 2 604,73 EUR
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Key findings: Group 1 is the smallest (18 events) but shows by far the highest mutual customer overlap (2.16) — the audiences of these events overlap significantly, indicating a very loyal core of viewers. Group 3 achieves the highest average revenue per event (3 689.98 EUR) while simultaneously having an above-average overlap (0.72), making it the group with the most valuable and loyal audience. Groups 2 and 4 are extensive segments with a low rate of shared audience, corresponding to events that attract predominantly one-time visitors.

Group Visualisation

Number of events per group

Average revenue per event (EUR)

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