Creating audience segments - Nevent tutorial

Creating a Segment

How to create festival attendee segments with Nevent: the process is as simple as filtering contacts on your phone, but infinitely more powerful for selling tickets to festivals and events.

Step-by-Step Process

Step 1: Choose a Category

First, decide what type of information you want to use for filtering:

Attendance: Events, artists, music genres
Fan Attributes: Age, location, language
Spend: Purchases, total spend, products
Interaction: Emails opened, clicks, engagement
Channels: Mobile app, social media, check-ins
Nevent Score®: Predictive engagement level

Step 2: Select a Criterion

Within each category, choose the specific filter you need.

Example: In the “Attendance” category, you can choose:

Event city
Specific event
Ticket type
Purchase date
Number of events attended
Favourite artist
And many more…

Explore the 8 criterion categories: events, spend, location, temperature →

Step 3: Define the Operator

Decide how you want to compare that value:

Equals: City equals “Madrid”
Greater than: Age greater than 25
Contains: Email contains “@gmail.com”
Between: Spend between €100 and €500
In the last: Purchase in the last 30 days

Learn comparison operators: equals, greater than, contains, between dates →

Step 4: Enter the Value

Type or select the specific value you are looking for.

Example: If you chose “Event city” and “equals”, you now select “Barcelona” from the list.

You can combine multiple criteria using AND/OR operators. For example, “VIPs from Barcelona” requires combining spend AND location with the AND operator.

Step 5: Combine Filters (Optional)

This is where things get interesting. You can combine multiple filters with AND / OR logic.

Simple example with AND:

Filter 1: City equals "Madrid"
AND
Filter 2: Age greater than 25

Result: Only fans from Madrid over the age of 25.

Example with OR:

City group:
  - City equals "Madrid" OR
  - City equals "Barcelona" OR
  - City equals "Valencia"

Result: Fans from any of the three cities.

Master AND/OR logic: combine multiple criteria with boolean operators →

Step 6: Preview

Before saving, see how many fans meet your criteria and review some example profiles.

The preview shows you:

Estimated number of qualifying fans
Examples of 10-20 real profiles
Geographic distribution (if applicable)
Distribution by Nevent Temperature

Complete Example: First Segment

Let us build a segment together step by step:

Objective: Send an early bird offer to local fans who tend to buy in advance.

Segment Configuration

Segment name: “Early Bird Madrid 2026”

Filters:

Group A — Location (all must apply)
- Criterion: City of residence
- Operator: Equals
- Value: Madrid
Group B — Purchase behaviour (all must apply)
- Criterion: Average days in advance
- Operator: Greater than
- Value: 21 days
And also:
- Criterion: Number of events attended
- Operator: Greater than or equal to
- Value: 2

Combined logic:

(City equals Madrid)
AND
(Days in advance > 21 AND Events attended >= 2)

Expected preview: ~500-2,000 fans (depends on your database)

Result: Fans from Madrid who historically buy in advance and have attended multiple events. A qualified audience for early bird offers.

Pre-Save Checklist

Before running your segment, verify:

Is the audience size reasonable? (neither 0 fans nor 100% of your base)
Do the criteria make sense for your objective?
Did you review the example fan preview?
Is the segment name descriptive? (e.g. “VIP_Madrid_Q1_2026” is better than “Segment 1”)

Recommended Audience Sizes

Campaign Type	Ideal Size	Notes
General mass email	1,000+ fans	Maximises reach
Segmented promotion	300-1,000 fans	Balance between specificity and volume
Exclusive VIP offer	50-300 fans	High qualification, low quantity
A/B test (per variant)	100+ fans	You need volume for statistical significance
Micro-targeting campaign	20-100 fans	Only for super fans or boutique events

If your segment has:

< 20 fans: Too specific, consider broadening
> 50,000 fans: Too broad, consider sub-segmenting for greater relevance

Tips for Your First Segment

Start Simple

❌ Do not do this at first:

(City equals "Madrid" OR "Barcelona")
AND (Age 25-40)
AND (Events >= 3)
AND (Spend > €200)
AND (Temperature "Hot")
AND (Did not open email in 30 days)

✅ Do this first:

City equals "Madrid"

Measure results, learn, then start adding complexity.

Document Your Segments

When saving a segment, use a clear naming convention:

✅ VIP_Reactivation_Madrid_Q1_2026
✅ EarlyBird_Festival_Barcelona_Summer
✅ New_Fans_Last_30days
❌ Segment 1
❌ Test xyz
❌ Campaign_final_final_v2

Save Successful Segments

If a segment generates good results (high open rate, conversion, etc.):

Save it with a descriptive name
Document which campaign you used and the results
Reuse it in similar campaigns
Share it with your team

Common Troubleshooting

”My segment has 0 fans”

Common causes:

Criteria too restrictive (many filters with AND)
Value that does not exist in your database (e.g. City “Madri” with a typo)
Dates out of range

Solution: Remove filters one by one until you see fans in the preview.

”My segment includes my entire database”

Common causes:

You are only using filters with OR (too broad)
Very general criteria (e.g. “Country equals Spain” with no additional filters)

Solution: Add more criteria with AND to restrict.

”I cannot find the criterion I am looking for”

Possible reasons:

The criterion exists but is in another category (e.g. looking for “City” in Spend instead of Attributes)
The field has not yet been synchronised from your ticketing platform
You need a custom field

Solution: Check the full categories reference or contact support.

Next Steps

Once you have mastered creating basic segments:

Explore the 6 Categories — Discover all available criteria
Learn Advanced AND/OR Logic — Create complex segments
See Real Use Cases — Get inspired by examples
Best Practices — Optimise your results

Ready to create your first segment? 🎯

See 6 festival segmentation use cases: early bird, VIPs, reactivation →