6 Nevent segmentation categories - complete reference

Quick definition

What criterion categories exist in Nevent?

6 main categories: (1) Attendance (past events, dates), (2) Attributes (age, gender, location), (3) Spend (expenditure, ticket type), (4) Engagement (opens, clicks, temperature), (5) Channels (email, SMS, web), (6) Nevent Score (automatic RFM).

Example: Combining Attendance (“Primavera Sound 2023”) + Spend (“Spend ≥€300”) identifies 4,200 loyal fans out of an 80k base.

Frequently Asked Questions about Segmentation Criteria

What criteria can I use to sell festival tickets?

Nevent offers 6 main criterion categories for segmenting attendees and ticket buyers:

1. Attendance (Past events) — Filter by purchase history

   • Specific events attended (e.g. “Primavera Sound 2023”)
   • Attendance dates
   • Historical ticket type purchased (General, VIP, Early Bird)

2. Attributes (Demographic data) — Personal information

   • Age, gender
   • Location: country, region, city, km radius
   • Preferred language

3. Spend (Purchase behaviour) — Transactional metrics

   • Total historical spend (€)
   • Number of purchases
   • Average ticket value
   • Preferred payment method

4. Engagement (Interaction) — Activity with communications

   • Emails opened/clicks
   • Web pages visited
   • Nevent Temperature (0-100)
   • Last interaction

5. Channels — Origin and communication preferences

   • Acquisition channel (email, social, organic)
   • SMS, WhatsApp, push notification opt-in
   • Preferred device (mobile, desktop)

6. Nevent Score (automatic RFM) — Intelligent segments

   • Champions, Loyal, Promising, At Risk, Lost
   • Calculated automatically by Recency, Frequency, Monetary

Most used combination: Attendance + Spend + Engagement (70% of successful segments)

Practical example:

Criteria for early bird VIP:
- Past events: ≥2 (Attendance)
- Historical spend: ≥€500 (Spend)
- Temperature: ≥Hot (Engagement)

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How do I segment VIPs by spend?

Define VIPs by total historical spend with thresholds that vary by event type:

Recommended VIP thresholds:

VIP Level	Total Spend	Nevent Criterion	Average Ticket	Typical Events
VIP Bronze	€300-800	Total historical spend: ≥300, <800	€100-150	2-5 events
VIP Silver	€800-2,000	Total historical spend: ≥800, <2000	€150-250	4-8 events
VIP Gold	€2,000-5,000	Total historical spend: ≥2000, <5000	€250-400	8-15 events
VIP Platinum	€5,000+	Total historical spend: ≥5000	€400+	15+ events

Adjust based on your average ticket:

• Budget festival (ticket ~€50): VIP = ≥€200 historical
• Mid-range festival (ticket ~€150): VIP = ≥€500 historical
• Premium festival (ticket ~€300): VIP = ≥€1,000 historical

Critical tip — Combine with recency:

Avoid including “dormant VIPs” who spent a lot years ago but are now inactive:

Active VIP segment:
Total spend: ≥€800
AND Days since last purchase: ≤365

This excludes VIPs who spent €1,500 in 2020-2021 but have not purchased since (probably churned).

Performance by VIP tier:

Tier	% Audience	Open Rate	Conversion	Revenue/Fan
VIP Platinum	0.5-2%	65-75%	18-28%	€300-600
VIP Gold	2-5%	55-65%	12-20%	€200-400
VIP Silver	5-10%	45-55%	8-15%	€100-250
VIP Bronze	10-15%	35-45%	5-10%	€50-150

Differentiated action by tier:

• Platinum: No discounts. Early access 48h before, meet & greet, backstage
• Gold: Maximum 10% discount, early access 24h before, VIP lounge
• Silver: 15% discount, exclusive content, priority support
• Bronze: 20% discount, personalised emails, upsell to Silver

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Can I filter by geographic location?

Yes, 3 levels of granularity:

Level 1 — Country:

Country: Spain

• Use case: National vs international festivals
• Example: Sónar (60% Spain, 40% international)

Level 2 — Region/Province:

Region: Catalonia

• Use case: Regional festivals, cross-sell nearby events
• Example: Cruïlla Barcelona → Fans from Catalonia receive public transport info

Level 3 — City + Radius:

City: Barcelona
Radius: ≤50km

• Use case: Ultra-specific geo-targeting, removing accommodation info for locals
• Example: Primavera Sound → Barcelona fans do not see the hotel section in emails

Geo-segmentation use cases:

A. Local festival — Remove irrelevant information

Locals segment:
City: Barcelona, ≤50km

Personalised email:

• ❌ Hotel section (they live there)
• ❌ Flight information
• ✅ Public transport (Metro L4, Bus H16)
• ✅ Venue car park (€20/day)
• ✅ Subject: ”🏠 Neighbour early bird — From home to the festival”

Performance: Open rate +18% vs generic email (no hotel information noise)

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B. Festival with tourism — Hotel + ticket packages

Tourists segment:
Country: NOT Spain
OR Region: NOT Catalonia (Spaniards outside Catalonia)

Personalised email:

• ✅ 5 recommended hotels near venue
• ✅ Barcelona flights comparison widget
• ✅ 48h tourist guide (Sagrada Família, Park Güell)
• ✅ Free shuttle bus hotel→venue
• ✅ Subject: “✈️ Hotel + ticket packs Barcelona from €280”

Performance: Full package conversion 9.2% vs 2.1% single ticket (high value)

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C. Multi-city tour — Personalise venue

Madrid segment:
City: Madrid, ≤150km

Barcelona segment:
City: Barcelona, ≤150km

Valencia segment:
City: Valencia, ≤150km

Email with dynamic content:

• Hero image: Specific venue in THEIR city
• Google Maps: How to get there from the city centre
• Schedule: Specific date for THEIR city
• Cross-sell: “Want to see all 3 dates? Pack -20%”

Performance: Open rate 68% (ultra relevant: their city + their band)

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Geo-targeting metrics (Sónar Barcelona case):

Segment	Audience	Email Focus	Open Rate	Conversion	Revenue
Catalonia locals	57,000	Public transport	35%	6.8%	€562k
Nationals outside Cat	18,000	AVE train Barcelona	31%	8.5%	€275k
International	20,000	Hotel + flight packs	29%	12.1%	€691k

Total geo-segmented revenue: €1,528k vs €980k mass email (+56%)

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How do I find habitual early bird buyers?

“Early Bird Lovers” segment identifies fans who ALWAYS buy in phase 1 (first 14-30 days after announcement).

Criteria (3 AND filters):

Number of past events: ≥3
AND Ticket type history: Early Bird, Pre-sale (≥2 purchases)
AND Average days between announcement and purchase: ≤14

Translation: Fans who purchased 3+ events, at least 2 were early bird/presale, and typically buy within the first 14 days.

Typical Early Bird Lover profile:

• Age: 25-38 years
• Events attended: 3-8
• % early bird purchases: 75-100%
• Average purchase time after announcement: 3-12 days
• Characteristic: They do NOT wait for the full lineup (they trust the promoter)

Expected size: 8-15% of total audience (niche but valuable segment)

Competitive advantage:

Metric	Early Bird Lovers	General Audience
Early bird conversion	15-25%	2-4%
Conversion lift	5-7x	Baseline
Average time to purchase	5 days	38 days
Price sensitivity	Low (buy regardless)	High (wait for discount)
Loyalty	Very high (NPS 9-10)	Medium (NPS 6-7)

Strategic email for Early Bird Lovers:

Subject: ”🔐 Exclusive early access — Just for you [Name]”

Timing: Send 24-48h BEFORE public announcement

Content:

• “You are part of our VIP early bird group”
• “We are giving you access 48h before anyone else”
• Partial lineup (3-5 confirmed headliners)
• Pre-sale code: EARLYBIRD48 (expires in 48h)
• Additional discount: 5-10% (on top of the already reduced early bird price)
• Countdown timer: 48h until public announcement

Expected result:

Metric	Value
Early Bird Lovers audience	4,000 fans (10% of 40k base)
Open rate	62% (2,480 opens)
Conversion in 48h pre-sale	18% (720 tickets)
Revenue in 48h pre-sale	€324,000 (price €450)
% of early bird target sold in 48h	45-60%

Key insight: You sell almost half your early birds in 48h with just 10% of your audience (Early Bird Lovers).

Secondary benefit — FOMO for the rest:

When you publicly announce the early bird 48h later:

• General subject: “Early Bird now available — 720 of 1,500 already sold!”
• Artificial (but real) urgency: Genuine scarcity
• Effect: +22% conversion in the general audience vs not using pre-sale

Variation — Gamification:

Offer an extra benefit to Early Bird Lovers to incentivise immediate purchase:

• “First 100 buyers: Exclusive meet & greet with [Artist]”
• “First 50: Free upgrade to VIP”
• Timer: “X spots remaining out of 100”

Result: Acceleration of purchase (8% conversion in the first 6 hours vs 18% in 48h)

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What happens if I combine too many criteria?

Problem: Over-segmentation = audience too small or too many segments.

Symptoms of over-segmentation:

1. Segment too small (<500 fans):

   • Cannot reach sales target
   • Not statistically significant for A/B testing
   • Unfavourable effort/benefit ratio

2. Too many segments (>15):

   • Operational fatigue (difficult to manage)
   • Overlap between segments (confusion)
   • Message dilution (loss of focus)

Golden rule: Maximum 3-6 criteria per segment

Over-segmentation example (BAD):

Temperature: Very Hot
AND Spend: ≥€800
AND Past events: ≥5
AND City: Barcelona
AND Genre: Electronic
AND Age: 28-35
AND Email opens: ≥10 (last 30 days)
AND Device: Mobile

Result: 12 fans (ridiculously small audience)

Solution — Simplify (GOOD):

Temperature: ≥Hot (not just Very Hot)
AND Spend: ≥€500 (lower threshold)
AND City: Barcelona, ≤100km (wider radius)
AND Genre: Electronic

Result: 2,400 fans (viable audience)

Optimal balance:

Campaign Objective	Recommended Criteria	Target Audience	Example
Enhanced mass email	1-2 criteria	30-50% of base	Genre: Electronic
Basic segmentation	3-4 criteria	10-20% of base	Genre + Temperature + City
Advanced segmentation	5-6 criteria	5-10% of base	Genre + Temp + City + Spend + RFM
Ultra niche (VIP)	7+ criteria	1-5% of base	All of the above + specific past events

Optimal number of segments per campaign:

Campaign Type	Recommended Segments	Reasoning
Early bird	3-5 segments	Champions, Loyal, Main genre, Locals, New
Lineup announcement	2-3 segments	By musical genre
Last minute	2 segments	Engaged vs Inactive
Win-back	1 segment	At Risk only
Monthly newsletter	1 segment	Active subscribers

Test to validate if over-segmented:

✅ Segmentation is correct if:

• Each segment has ≥500 fans
• Conversion of each segment >5%
• You can explain the difference between segments in 1 sentence
• Setup time <2 hours

❌ Over-segmented if:

• Any segment <200 fans
• You have >10 segments for 1 campaign
• You are not sure which email to send to each segment
• Setup takes >4 hours

Solution to over-segmentation:

1. Consolidate similar segments:

   • VIP Gold + VIP Platinum → Premium VIP (if behaviour is similar)
   • Rock + Indie → Guitar-driven music

2. Use dynamic content instead of separate segments:

   • 1 “Engaged fans” segment with 3 content variants by genre
   • More efficient than 3 separate segments

3. Prioritise criteria with the greatest impact:

   • Temperature + RFM: 70% of the impact on conversion
   • Musical genre: +20%
   • Geo: +10%
   • Others: Marginal

Pareto principle in segmentation:

• 20% of criteria generate 80% of the conversion lift
• Focus on the 2-3 most important criteria, the rest is noise

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The 6 Segmentation Categories

Segmentation criteria for festivals: Nevent organises all filters into 6 categories designed for promoters. Each category lets you filter attendees and ticket buyers from a different perspective: attendance, demographics, spend, engagement, channels and predictive Nevent Score.

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1. Attendance

Everything related to the events your fans have attended.

Most Useful Criteria

Criterion	What It Is	Example Use
Event city	Geographic location of events attended	Fans who went to events in Barcelona
Specific event	Filter by a specific event	Fans who attended “Primavera Sound 2024”
Ticket type	VIP, General, Early Bird, etc.	Fans who bought VIP tickets
Number of events attended	Number of unique events	Fans who have been to 5+ events (super fans)
Days in advance of purchase	How far in advance they bought	Fans who buy 30+ days in advance
Favourite artist	Artists they have seen live	Fans who saw “Bad Bunny”
Musical genre	Rock, Electronic, Pop, etc.	Electronic music fans
Purchase date	When they purchased	Fans who bought in December 2024
Event date	When the event was	Fans who attended events in summer 2024
Event name	Search by text in name	Events containing “Festival”

Use Cases

Example 1: Repeat Buyers at a Specific Festival

Criterion: Past events: “Sónar Barcelona” ≥2

Use case: Sónar 2026 announcement to loyal fans

Typical segment:

• Total base: 80,000 contacts
• Attended 2+ times: 8,500 fans (10.6%)

Expected performance:

• Open rate: 48-55% (vs 18% cold audience)
• Conversion: 15-22% (vs 2% cold audience)
• Revenue: €114,750-€168,300 (price €90)

Best practice: Send 48h before the public announcement with subject ”🌟 Advance VIP access — For loyal fans only”

Example 2: Cross-Sell by Musical Genre

Criterion: Past events: Category “Electronic” ≥1

Use case: Promotion of a new EDM festival to fans with an electronic music history

Typical segment:

• Total base: 120,000 contacts
• Attended an electronic event: 28,000 fans (23%)

Expected performance:

• Relevance: 85% of the lineup matches preferences
• Conversion: 4-7% (vs 0.8% general audience)
• Cross-sell rate: 1,120-1,960 tickets

Winning subject line: ”🎧 [New EDM Festival] — 80% of the lineup you love”

Timing: 90 days before the event (electronic fans buy earlier than average)

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2. Fan Attributes

Demographic and personal information about your fans.

Most Useful Criteria

Criterion	What It Is	Example Use
Age	Fan’s current age	Fans between 25-35 years
Gender	Male, Female, Other	Segment by gender
City of residence	Where the fan lives	Fans who live in Madrid
Province	Province of residence	Fans from the Community of Madrid
Country	Country of residence	International fans (France, Portugal)
Language	Preferred language	Fans who speak English
Postcode	Residential postcode	Fans with postcode 28001
Custom tags	Tags you create	Fans with “VIP” or “Press” tag
Custom fields	Custom data you collect	Fan with “Customer Type” = “Business”

Use Cases

Example 1: Young Local Campaign

Criterion: Age
Operator: Between
Value: 18 and 28

AND

Criterion: Province
Operator: Equals
Value: Barcelona

Result: Young people from Barcelona → University festival offer

Example 3: Geo-Targeting Festival with Tourism

Criterion: Country: NOT Spain (Sónar Barcelona festival)

Use case: Promotion of hotel + ticket packages to international fans

Typical segment:

• Total base: 80,000 contacts
• International fans: 32,000 (40%)

Breakdown by region:

Region	Fans	%	Typical Conversion
France	8,000	10%	6-9%
UK	6,400	8%	5-8%
Germany	4,800	6%	5-7%
USA	3,200	4%	3-5%
Rest of Europe	9,600	12%	4-6%

Email personalisation:

• Subject: “✈️ Hotel + ticket packs Barcelona — Sónar 2026”
• Hero image: Barcelona cityscape
• CTA: “View packs from [Origin City]”
• Include: Recommended flights, hotels near venue, 48h tourist guide

Expected performance:

• Open rate: 28-35% (relevant information for tourists)
• Full package conversion: 8-12% (vs 3-5% single ticket)
• Average ticket: €290 (ticket €180 + hotel 2 nights €110)
• Revenue: 32,000 × 10% × €290 = €928,000

Lift vs generic message: +45% conversion (fans appreciate all-inclusive convenience)

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3. Spend

Your fans’ purchase behaviour and expenditure.

Most Useful Criteria

Criterion	What It Is	Example Use
Total spend	Total money spent	Fans who spent more than €500 (VIPs)
Ticket spend	On tickets only	Fans with high ticket spend vs merchandise
Cashless top-up	Whether they topped up a wristband	Fans who use cashless (more engaged)
Amount topped up	How much they topped up	Fans who topped up €100+
Add-ons purchased	Merchandise, parking, etc.	Fans who bought parking
Supplements	Upgrades, VIP packages	Fans who bought a VIP upgrade
Purchase date	Last transaction	Fans who have not bought for 180+ days

Use Cases

Example 1: VIP Re-engagement

Criterion: Total spend
Operator: Greater than
Value: €500 (50000 cents)

AND

Criterion: Purchase date
Operator: More than X days ago
Value: 180 days

Result: Inactive VIPs → Win-back campaign with special discount

For mid-size festivals, we recommend classifying VIPs with spend ≥€500. This threshold varies based on average ticket; see our best practices guide to calculate VIP thresholds by event type.

Example 4: VIP Segmentation by Historical Spend

Criterion: Total historical spend: ≥€800

Use case: VIP package upsell campaign for a large festival

Typical segment:

• Total base: 150,000 contacts
• VIPs (≥€800): 12,000 fans (8%)

Breakdown by level:

Level	Spend	Fans	%
VIP Gold	€800-2,000	9,500	6.3%
VIP Platinum	€2,000-5,000	2,000	1.3%
VIP Diamond	€5,000+	500	0.3%

Expected performance:

• VIP Gold open rate: 52-60%
• VIP Platinum open rate: 65-75%
• VIP upgrade conversion: 8-14%

Recommended action: Do not offer discounts. Focus on exclusivity (meet & greet, backstage access, limited merchandise).

Incremental revenue: 12,000 fans × 10% conversion × €150 average upgrade = €180,000

Example 2: Cashless Upsell

Criterion: Topped up cashless
Operator: Is true

AND

Criterion: Amount topped up
Operator: Less than
Value: €50

Result: Fans who use cashless but spend little → Incentive to top up more

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4. Interaction

How your fans engage with your communications.

Most Useful Criteria

Criterion	What It Is	Example Use
Campaign received	Received a specific email	Fans who received “Black Friday 2024”
Campaign opened	Opened the email	Engaged fans who read your emails
Campaign with click	Clicked a link	Interested fans (considering purchase)
Days to open	How quickly they open	Fans who open within first 24h (very engaged)
Days to click	Speed of engagement	Fans who click immediately
Short links clicked	Trackable URLs	Fans who clicked a specific link

Use Cases

Example 1: Abandoned Cart Recovery

Criterion: Campaign received
Operator: Equals
Value: "Festival X Booking Confirmation"

AND

Criterion: Campaign opened
Operator: Equals
Value: "Festival X Booking Confirmation"

BUT NOT (exclude):

Criterion: Event attended
Operator: Equals
Value: "Festival X"

Result: Fans who reserved but did not buy → Reminder with urgency

Example 2: Super Engaged Fans

Criterion: Days to open
Operator: Less than
Value: 2 days

AND

Criterion: Days to click
Operator: Less than
Value: 3 days

Result: Fans who respond quickly → Target for exclusive flash offers

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5. Channels

Your fans’ presence on different platforms.

Available Criteria

Criterion	What It Is	Example Use
Mobile app downloaded	Has your app installed	Fans with app → Push notifications
Instagram connected	Linked their Instagram account	Instagram fans → Instagram contest
TikTok connected	Linked their TikTok account	TikTok fans → Viral campaign
Verified phone	Verified phone number	Fans reachable by SMS

Use Cases

Example 1: Push Notification Campaign

Criterion: Mobile app downloaded
Operator: Is true

AND

Criterion: City
Operator: Equals
Value: Madrid

Result: Fans with the app in Madrid → Push notification for a local event

Example 2: Social Media Contest

Criterion: Instagram connected
Operator: Is true

AND

Criterion: TikTok connected
Operator: Is true

Result: Fans active on social media → Multi-platform contest

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6. Nevent Score®

Predictive analytics that measures the engagement level of each fan.

Available Criteria

Criterion	What It Is	Values
Nevent Temperature	Engagement level in 6 categories	Frozen, Very Cold, Cold, Warm, Hot, Very Hot
Score value	Exact number from 0-100	Precise score for granular segmentation

Temperature Scale

Temperature	Score	Meaning	Recommended Use
🔥 Very Hot	84-100	Ultra-engaged super fans	VIP experiences, meet & greets, pre-sales
🔥 Hot	67-83	Very active fans	Early birds, exclusive offers
🌡️ Warm	51-66	Moderate engagement	General campaigns, newsletters
❄️ Cold	34-50	Low engagement	Educational content, engagement campaigns
❄️ Very Cold	17-33	Low engagement	Win-back with strong incentives
🧊 Frozen	0-16	Inactive or new	Welcome (new) or aggressive reactivation

How Is It Calculated?

The Nevent Score® automatically analyses:

• Event attendance frequency
• Purchase recency
• Total historical spend
• Email engagement (opens, clicks)
• Platform interaction
• Purchase speed (early bird vs last minute)

You do not need to do anything: Nevent calculates and updates it automatically every week.

Use Cases

Example 1: Exclusive VIP Offer

Criterion: Nevent Temperature
Operator: Equals
Value: Very Hot OR Hot

AND

Criterion: City
Operator: Equals
Value: Madrid

Result: Super fans from Madrid → Invitation to a private VIP event

Example 2: Reactivation Campaign

Criterion: Nevent Temperature
Operator: Equals
Value: Very Cold OR Frozen

AND

Criterion: Total spend
Operator: Greater than
Value: €200

Result: Former VIPs who have gone cold → Win-back with 30% discount

Example 3: Segmentation by Exact Score

Criterion: Nevent Score value
Operator: Between
Value: 70 and 90

Result: Fans in a specific range → Testing new offers

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Combining Categories

The real power comes from combining categories:

Example: Local VIP Super Fan

CATEGORY: Fan Attributes
├─ City: Madrid

AND

CATEGORY: Attendance
├─ Number of events: >= 5

AND

CATEGORY: Spend
├─ Total spend: > €500

AND

CATEGORY: Nevent Score®
├─ Temperature: Very Hot

Result: Ultra-engaged VIP super fans from Madrid → Your most valuable audience for premium offers.

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Most Popular Criteria

According to our clients, these are the most used criteria:

Top 10 Criteria

1. City of residence (geo-targeting)
2. Nevent Temperature (engagement level)
3. Number of events attended (loyalty)
4. Total spend (VIP identification)
5. Age (demographic targeting)
6. Purchase date (recency)
7. Campaign opened (engagement tracking)
8. Event city (event location preferences)
9. Mobile app downloaded (channel availability)
10. Ticket type (ticket tier preferences)

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Next Steps

Now that you know all the categories:

1. Learn to Use Operators — How to compare and combine criteria
2. See Real Use Cases — Inspiration with complete examples
3. Best Practices — Tips to optimise results

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RFM analysis: automatically identify Champions and at-risk VIPs →