Nevent Score and Temperature: predictive fan segmentation
Nevent Score and Temperature: predictive fan segmentation
Section titled “Nevent Score and Temperature: predictive fan segmentation”Rather than building complex criteria for every campaign, the Nevent Score and Temperature do that work for you. They are pre-calculated scores that aggregate all behavioural information for each fan into a single value. You can use them directly as segmentation criteria or combine them with other filters.
What is the Nevent Score and how is it calculated?
Section titled “What is the Nevent Score and how is it calculated?”The Nevent Score is a value between 0 and 100 that Nevent calculates automatically for each fan in your database. It takes into account three main signals:
- Historical value: how much the fan has spent on tickets and consumption over time.
- Frequency: how many times they have attended events and how regularly.
- Engagement: how they respond to your communications (opens, clicks, conversions).
A fan with a Score of 90 has spent a lot, attends regularly and responds well to your emails. A fan with a Score of 20 may have bought something in the past but has been inactive for a while and barely engages with your messages.
What is the Nevent Temperature and what are the 6 levels?
Section titled “What is the Nevent Temperature and what are the 6 levels?”The Temperature is a way of reading the Nevent Score in plain language. Each fan is classified into one of these six levels:
| Temperature | What it indicates | What you can do with them |
|---|---|---|
| Very Hot | High-value, active, highly committed fan | Early access, exclusive VIP offers, loyalty programme |
| Hot | Active fan with a good purchase history | Direct sales communications with urgency |
| Warm | Fan with moderate activity, intermittent interest | Nurturing with valuable content before the sale |
| Cold | Fan with little recent activity | Reactivation with a clear incentive |
| Very Cold | Fan with an old history, no recent interaction | Win-back campaign or list cleanse |
| Frozen | Fan with virtually no activity | Consider excluding from regular sends to protect deliverability |
Why use Temperature instead of building manual criteria?
Section titled “Why use Temperature instead of building manual criteria?”Building a “high-value fans” segment manually means combining spend, attendance frequency and engagement criteria — which is possible but time-consuming, and requires you to decide which thresholds to use. The Temperature gives you that segmentation pre-calculated. Imagine you want to run a presale campaign for a rock concert in Bilbao: simply select fans with a Temperature of Very Hot and Hot and you have a high-purchase-probability audience ready in seconds.
When is the Nevent Score more useful than the Temperature?
Section titled “When is the Nevent Score more useful than the Temperature?”The Score is useful when you want finer granularity than the six Temperature levels. For example, you may want to reach fans with a Score between 70 and 85 (above the Warm threshold but not yet Hot) to test an intermediate price point. Or you can run a progressive campaign that starts with the highest-score fans and lowers the threshold if the sales target is not reached.
How often is the Nevent Score updated?
Section titled “How often is the Nevent Score updated?”The Nevent Score and Temperature are recalculated regularly as new behavioural data arrives. This means a fan who bought yesterday may move up a level, and one who has been inactive for six months may move down. Campaigns using these criteria always work with the most up-to-date score available at the time the segment is calculated.
Summary
Section titled “Summary”- The Nevent Score (0-100) aggregates attendance, spend and engagement into a single figure per fan.
- The Nevent Temperature translates that score into six actionable levels: from Very Hot to Frozen.
- Using Temperature is faster than building manual loyalty criteria.
- The numeric Score allows finer targeting when the six levels are not granular enough.
Next step
Section titled “Next step”The behaviour-based customer scoring approach has solid academic backing. For a deeper understanding of the underlying methodology, you can consult the Optimove guide on customer lifetime value and scoring.