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In a nutshell, the contact analytics system provides detailed insights into your member base, including segmentation, demographics, behavior patterns, and engagement metrics to help you understand and optimize your member relationships.

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Overview

The contact analytics system gives you comprehensive insights into your club’s member base. You can analyze member segments, track engagement patterns, identify at-risk members, and understand spending behaviors to make data-driven decisions about member retention and acquisition. Key capabilities:
  • Member Segmentation: Categorize members by value and behavior
  • Demographics Analysis: Understand your member base composition
  • Behavior Tracking: Monitor booking patterns and preferences
  • Engagement Metrics: Track member activity and retention
  • Churn Risk Assessment: Identify members at risk of leaving
  • Satisfaction Analysis: Measure member satisfaction by area type

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Member Segmentation

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Contact Segments

The system automatically categorizes your members into four segments:

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VIP Contacts

  • Criteria: Spent over $1,000 and made 10+ bookings
  • Characteristics: High-value, loyal members
  • Focus: Retention and premium services
  • Retention Rate: Typically 90%+ active

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Regular Contacts

  • Criteria: Spent 500−500-1,000 and made 5+ bookings
  • Characteristics: Consistent, reliable members
  • Focus: Engagement and upselling
  • Retention Rate: Typically 70-80% active

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Occasional Contacts

  • Criteria: Made 2+ bookings but spent under $500
  • Characteristics: Infrequent but returning members
  • Focus: Increase frequency and spending
  • Retention Rate: Typically 40-60% active

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New Contacts

  • Criteria: Made only 1 booking
  • Characteristics: First-time or trial members
  • Focus: Conversion and onboarding
  • Retention Rate: Typically 20-30% active

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Segment Analysis

  • Distribution: See how many members are in each segment
  • Revenue Contribution: Track which segments generate most revenue
  • Retention Rates: Monitor segment-specific retention
  • Growth Opportunities: Identify segments to focus on

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Demographics Analysis

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Age Group Distribution

  • 18-25: Young adults, typically students
  • 26-35: Young professionals, high activity
  • 36-45: Established professionals, family-oriented
  • 46-55: Mature professionals, consistent users
  • 55+: Senior members, specialized needs

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Demographic Insights

  • Member Count: Number of members in each age group
  • Percentage: Proportion of total membership
  • Average Spending: Mean spending per age group
  • Behavior Patterns: Booking preferences by age

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Usage Patterns

  • Peak Times: When different age groups book
  • Area Preferences: Which facilities each group uses
  • Booking Frequency: How often each group books
  • Spending Habits: Payment patterns and amounts

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Member Behavior Analysis

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Key Metrics

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Total Bookings

  • Definition: Number of bookings made by each member
  • Analysis: Identify most active members
  • Trends: Track booking frequency over time
  • Segmentation: Use for member categorization

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Total Spent

  • Definition: Total revenue generated by each member
  • Analysis: Identify highest-value members
  • Lifetime Value: Calculate long-term member value
  • Revenue Optimization: Focus on high-value members

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Average Booking Value

  • Definition: Mean spending per booking
  • Analysis: Understand spending patterns
  • Pricing Strategy: Optimize pricing based on behavior
  • Upselling Opportunities: Identify members to target

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Booking Frequency

  • Definition: Bookings per month
  • Analysis: Track member engagement
  • Retention: Identify declining activity
  • Intervention: Target low-frequency members

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Behavior Patterns

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Favorite Area Types

  • Tracking: Most used facility types per member
  • Preferences: Understand member interests
  • Marketing: Target relevant promotions
  • Facility Planning: Optimize area offerings

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Last Booking Date

  • Recency: Days since last booking
  • Engagement: Track member activity
  • Churn Risk: Identify inactive members
  • Reactivation: Target lapsed members

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Churn Risk Assessment

  • Low Risk: Active within 30 days
  • Medium Risk: Inactive 30-60 days
  • High Risk: Inactive over 60 days
  • Intervention: Proactive retention efforts

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Engagement Tracking

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Contact Engagement Metrics

  • New Contacts: First-time bookers
  • Returning Contacts: Repeat customers
  • Churned Contacts: Members who stopped booking
  • Total Contacts: Overall member count
  • Time Series: Track engagement over time
  • Growth Patterns: Identify growth periods
  • Seasonal Trends: Understand seasonal variations
  • Retention Rates: Monitor member retention

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Engagement Strategies

  • New Member Onboarding: Welcome new contacts
  • Retention Programs: Keep existing members active
  • Win-Back Campaigns: Reactivate churned members
  • Loyalty Programs: Reward engaged members

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Member Satisfaction Analysis

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Satisfaction Metrics

  • Average Rating: Member satisfaction scores
  • Repeat Bookings: Loyalty indicators
  • Satisfaction Score: Overall satisfaction percentage
  • Area-Specific Ratings: Satisfaction by facility type

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Satisfaction by Area Type

  • Court Satisfaction: Tennis, basketball court ratings
  • Room Satisfaction: Fitness room, studio ratings
  • Field Satisfaction: Outdoor facility ratings
  • Pool Satisfaction: Swimming pool ratings

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Satisfaction Improvement

  • Low-Rated Areas: Identify problem facilities
  • Improvement Plans: Address satisfaction issues
  • Member Feedback: Collect and act on feedback
  • Service Quality: Maintain high standards

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Filtering and Analysis

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Time Range Filters

  • Last 7 Days: Recent member activity
  • Last 30 Days: Monthly member patterns
  • Last 90 Days: Quarterly member trends

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Segment Filters

  • All Segments: View all members together
  • VIP Contacts: Focus on high-value members
  • Regular Contacts: Analyze consistent members
  • Occasional Contacts: Target infrequent users
  • New Contacts: Focus on first-time members

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Analysis Tools

  • Interactive Charts: Hover for detailed information
  • Data Tables: Detailed member information
  • Export Capabilities: Download data for analysis
  • Comparative Analysis: Compare different segments

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Common Use Cases

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Daily Member Review

  1. Check new member registrations
  2. Review member activity levels
  3. Identify at-risk members
  4. Plan retention activities

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Weekly Member Analysis

  1. Analyze member segment performance
  2. Review engagement trends
  3. Identify growth opportunities
  4. Plan member outreach

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Monthly Member Strategy

  1. Review member satisfaction scores
  2. Analyze demographic trends
  3. Plan member acquisition strategies
  4. Optimize member retention programs

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Quarterly Member Planning

  1. Compare member metrics across quarters
  2. Identify long-term trends
  3. Plan facility improvements
  4. Develop member programs

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Tips & Best Practices

  • Regular Monitoring: Check member metrics daily
  • Segment Focus: Concentrate on high-value segments
  • Proactive Retention: Act on churn risk indicators
  • Data-Driven Decisions: Use analytics for strategy
  • Member Feedback: Collect and act on feedback
  • Continuous Improvement: Regularly optimize programs

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Troubleshooting

Issue: Member data appears incomplete Solution: Ensure all bookings are properly linked to contacts Issue: Segmentation seems incorrect Solution: Check that spending and booking data is accurate Issue: Demographics data missing Solution: Demographic data is simulated - ensure member profiles are complete Issue: Charts not loading Solution: Refresh the page and check your internet connection Issue: Filters not working Solution: Clear all filters and reapply them one at a time Issue: Performance is slow Solution: Reduce the time range or limit the number of members being analyzed