Customers Also Bought

What Is Customers Also Bought?

Customers Also Bought is a crossover report built into every show's overview. It shows you which other shows the buyers of a given show also purchased tickets for — and how much they spent when they did. It's one of the faster ways to find a warm audience for a new production: start with the overlap from a show that already sold well.

Where to Find It

Customers Also Bought appears on the Overview tab of any show:

Navigate to Shows in the left sidebar.
Open the show you want to start from (e.g., Oklahoma).
Scroll down the Overview tab to the Customers Also Bought section.

Reading the Report

The report displays a list of other shows, each with the following data:

Column	Description
Show	The name of the other show the buyers attended.
Overlap	How many of the current show's buyers also bought for this show.
Average Ticket Price	The average price those crossover buyers paid for the other show. Useful for understanding relative spend behavior.

Shows are ordered by overlap volume — the biggest crossover audiences appear first.

Turning Crossover Data Into a Segment

Each show in the Customers Also Bought list has an action buttons that let you build an audience directly from the crossover data:

Action	Who It Captures	When to Use It
Booked both shows	Customers who purchased tickets to both the current show and the other show.	Your highest-engagement crossover buyers — good targets for loyalty messaging, subscriber conversion, or premium offers.
Booked [other show], not this one	Customers who bought the other show but haven't bought the current one yet.	Your warm prospecting pool — they like the type of work, they just haven't committed to this specific show. This is the workhorse segment for cross-promotion.

Click either option to create a segment from that audience. The segment opens in the segment builder pre-populated with the relevant criteria. Give it a name and save it — it'll be ready to select as an audience the next time you build a campaign.

Practical Use Cases

Scenario	How to Use It
You're launching a new musical and want a warm email list fast	Open your most recent comparable show, check Customers Also Bought, and build a segment of buyers who haven't yet bought the new show. That's your opening campaign audience.
You want to identify your most loyal multi-show buyers	Open any show, use the "Booked both shows" action for your top crossover productions. Customers who appear across multiple segments are your deepest regulars.
You're building a case for subscriber conversion	Find buyers who've attended two or more shows across your season. They're already repeat buyers — they're natural subscription candidates.

Tips

Crossover data is strongest for shows with similar audiences. A classical concert and a stand-up comedy night may have buyers in common, but the overlap is harder to act on than, say, two musicals in the same season.
The "not this one" segment is often more useful than it looks. These people are already warm — they've chosen to spend money at your venue. They just need to hear about the show in the right way at the right time.
Revisit this section at different points in a show's run. The crossover picture changes as you sell more tickets — what's true at launch may look different six weeks in.