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Dashboard Guide 7.5. - Event Sales Demographics Analysis

Dashboard Guide 7.5. - Event Sales Demographics Analysis

Updated 2 days ago by Robyn Marais

This dashboard provides a focused analysis of demographic and behavioural insights from event sales data, with a primary emphasis on customer age and gender. It complements other sales overview dashboards by breaking down total sales, product performance, and bar/vendor activity based on audience segments. This view enables event organizers to tailor future offerings, pricing, and marketing based on detailed attendee spending behaviour.

This guide walks you through each key element of the dashboard to explain what the visuals represent and how to interpret the data effectively.

The dashboard enables you to:

Analyze spending behavior across different age groups and genders.
Identify the top-selling products and average customer age for each.
Understand peak spending times of day across the event timeline.
Pinpoint top-performing bars and vendors and their transaction behavior.
Assess ticket category and ticket type contributions to event revenue.
Plan targeted marketing, product stocking, and staffing strategies based on audience profiles.

Key Metrics

Total Event Sales: Total revenue generated from all sales across the entire event, including bars and vendors.

Total Transactions: Total number of individual purchase transactions processed during the event.

Total Bar Sales: Total revenue generated specifically from all bar-related purchases at the event.

Total Vendor Sales: Total revenue generated by vendors selling food, merchandise, or services at the event.

Average Spend per Attendee: Average amount of money spent by each event attendee across all types of sales.

Average Orders per Person: Average number of purchase transactions made per attendee.

Average Spend per Attendee: Bar: Average amount spent per attendee specifically at the bars.

Average Spend per Attendee: Vendor: Average amount spent per attendee specifically at vendor stalls.

Spend by Age & Gender

A multi-line graph plotting total sales value by age group and gender.

How to use it:

Identify which age and gender segments are contributing most to revenue.
Tailor marketing campaigns and on-site activations toward high-value demographics.
Plan inventory or experience offerings based on dominant segments.

Average Age per Product

A table listing the average age of customers per product alongside total sale amounts.

How to use it:

Understand which products appeal more to younger vs older attendees.
Inform stock purchasing and promotion planning.
Optimize product placement based on target age demographics.

Total Sales per Hour

A time series chart of total sales over event days and hours.

How to use it:

Identify peak sales periods for staffing, stocking, and scheduling promotions.
Spot potential downtime opportunities for operational efficiency.

Top 10 Bars

A bar chart ranking the top 10 bars by total sales revenue.

How to use it:

Assess which bar locations are driving the most revenue.
Allocate resources to high-traffic areas.
Adjust operational plans for underperforming outlets.

Top 10 Vendors

A bar chart ranking the top vendors based on average transaction value.

How to use it:

Identify top performers among food and merchandise vendors.
Use performance data to support vendor selection and renegotiations for future events.

Event Sales by Ticket Category

A pie chart showing the percentage breakdown of event sales across ticket categories (e.g., GA, VIP).

How to use it:

See which ticket categories are driving the most event revenue.
Evaluate pricing strategies and event structure based on contribution by category.

Total Average Sales Value by Category

A horizontal bar chart showing the average sales value generated per customer within each ticket category.

How to use it:

Understand where the highest individual spend comes from.
Prioritize experience enhancements and upselling efforts for high-spending categories.

Event Sales by Ticket Type

A table with sale amount, item quantity, and transaction count for different ticket types.

How to use it:

Pinpoint ticket types associated with higher transaction rates.
Refine ticket packaging and pricing based on relative performance.

Total Sales per Station & Product

A table listing each station-product pairing, with sales amounts, transaction counts, and average transaction values.

How to use it:

Evaluate which product and station combinations are most successful.
Inform product bundling, positioning, and promotions.

Total Event Sales by Phase

A time-based view of total sales, ticket quantities, and customer counts segmented by months before the event.