Understanding the Subscriptions Dashboard in Gladstone Reporting

Problem

You want to understand what information is available within the Gladstone Reporting Subscriptions Dashboard and how it can be used to analyse Subscriptions, members, payment methods, value, engagement and Subscription activity.

Resolution

What does the Subscriptions Dashboard show?

The Subscriptions Dashboard provides reporting on Subscription records and the Contact Records associated with them, including Subscription volumes, payment methods, value, new and expiring Subscriptions, member demographics and engagement.

The Dashboard contains reports covering areas such as:

• Current Subscriptions / members;
• Subscription payment methods;
• Subscription value and yield;
• New and expiring Subscriptions;
• Subscription trends;
• Member demographics;
• Frozen Contacts;
• Recent customer interaction;
• Length of Stay;
• Secondary spend.

Where supported, select a Widget to access its Drill Down for additional information.

What is the difference between a Member and a Subscription?

For the purposes of this Dashboard, a Member represents a Contact Record associated with a qualifying current Subscription, while a Subscription represents the individual Subscription record itself.

A Contact Record can hold more than one Subscription.

The number of current Subscriptions can therefore be greater than the number of individual members represented by those Subscriptions.

When reviewing Subscription reports, consider whether the measure is counting Contact Records or Subscription records, as these answer different reporting questions.

Which Subscription reports are available?

The Subscriptions Dashboard includes reports such as:

• Direct Debit Subscriptions — shows current Subscriptions using a Direct Debit payment method.
• RCP Subscriptions — shows current Subscriptions using a Recurring Card Payment method.
• Cash Subscriptions — shows current Subscriptions using a Cash payment method.
• Average Direct Debit Yield (Monthly) — provides the average monthly value of current Direct Debit Subscriptions.
• Average RCP Yield (Monthly) — provides the average monthly value of current RCP Subscriptions.
• Average Cash Yield (Monthly) — provides an average value for current Cash Subscriptions.
• Direct Debit Value (Monthly) — reports Direct Debit Subscription value for the current month.
• RCP Value (Monthly) — reports current monthly RCP Subscription value.
• Average Cash Subscription Value — provides reporting on the value of paid-upfront Subscriptions.
• New Subscriptions (Current Month) — reports Subscriptions with an Original Start Date in the current month.
• Expiring Subscriptions (Current Month) — reports Subscriptions identified as expiring during the current month.
• Renewal Stop Date (Current Month) — reports Subscriptions with a Renewal Stop Date in the current month. Renewal Stop Date prevents the Subscription from automatically renewing when it reaches its End Date.
• Expired Before Earliest End Date — identifies qualifying Subscriptions that expired before their earliest expected End Date.
• Expiring Before Earliest End Date — identifies qualifying Subscriptions approaching expiry before their earliest expected End Date.
• New Subscriptions by Payment Method — analyses new Subscriptions according to Payment Method.
• New Subscriptions Last Month vs Current Month — compares new Subscription activity between the current and previous month.
• Expired Subscriptions Last Month vs Current Month — compares expired Subscription activity between the current and previous month.
• Current Subscriptions by Payment Method — analyses current Subscriptions according to Payment Method.
• Current Subscriptions by Site — analyses current Subscriptions according to Site.
• Current Subscriptions by Gender — analyses current Subscriptions according to Gender.
• Current Subscriptions by Age Group — analyses current Subscriptions according to Age Group.
• Average Age — reports the average age of current Subscription holders.
• Contacts on a Frozen Status — identifies current Subscription holders associated with a Frozen Status.
• Days Since Last Interaction — analyses current Subscription holders according to how recently they interacted with the organisation.
• Current Members by Site — reports Contact Records with a current Subscription by Site.
• Current Members Total — reports Contact Records with a current Subscription.
• Top 10 Current Subscriptions — identifies Subscription types with the greatest number of current members.
• Top 10 Subscriptions by Average Length of Stay — identifies current Subscription types with the highest average Length of Stay.
• Bottom 10 Subscriptions by Average Length of Stay — identifies current Subscription types with the lowest average Length of Stay.
• Sales by Priority 1 Subscription Holders — reports qualifying secondary spend by Subscription holders.

The reporting periods and filters available vary according to the individual Widget.

How can I analyse Subscription payment methods?

Use reports such as:

• Direct Debit Subscriptions;
• RCP Subscriptions;
• Cash Subscriptions;
• Current Subscriptions by Payment Method.

These reports can help understand how the current Subscription base is distributed across the available payment methods.

Use the associated Drill Downs where additional information about the Subscription or Contact Record is required.

How can I analyse Subscription value?

The Subscriptions Dashboard provides several reports relating to Subscription value and yield, including:

• Average Direct Debit Yield (Monthly);
• Average RCP Yield (Monthly);
• Average Cash Yield (Monthly);
• Direct Debit Value (Monthly);
• RCP Value (Monthly);
• Average Cash Subscription Value.

These reports represent different Subscription payment arrangements and should not automatically be expected to use the same calculation.

Use the individual report definition and Drill Down when more detailed analysis of Subscription value is required.

What does New Subscriptions mean?

New Subscriptions (Current Month) reports Subscription records with an Original Start Date in the current month.

This is a count of qualifying Subscription records rather than necessarily a count of people who have joined the organisation for the first time.

A Contact Record may have held previous Subscriptions, and new Subscription records can be created in different Subscription lifecycle scenarios.

New Subscriptions should therefore be interpreted as Subscription activity according to the report definition rather than automatically as completely new members.

How are expiring Subscriptions reported?

Gladstone Reporting provides different reports for identifying Subscriptions approaching the end of their lifecycle, including Expiring Subscriptions and Renewal Stop Date.

Use Expiring Subscriptions (Current Month) to identify Subscriptions that are due to end during the current month and are not set to automatically renew.

Use Renewal Stop Date (Current Month) to identify Subscriptions where the configured Renewal Stop Date falls within the current month.

What is a Renewal Stop Date?

Renewal Stop Date is a user-configured date used to stop a Subscription from automatically renewing.

When the Renewal Stop Date is reached, the Subscription's Auto Renew option is unticked. The Subscription can then continue until its configured End Date, at which point it can end rather than being renewed.

Renewal Stop Date and End Date therefore represent different stages of the Subscription lifecycle:

• Renewal Stop Date — determines when automatic renewal is stopped.
• End Date — determines when the Subscription itself is due to end.

For example, a Subscription may have an End Date of 30th September with Auto Renew still active. If the same Subscription has a Renewal Stop Date between the current date and its End Date, it will not appear in Expiring Subscriptions (Current Month) while Auto Renew remains active. Instead, it will appear in Renewal Stop Date (Current Month), indicating that automatic renewal is scheduled to stop before the Subscription reaches its End Date.

Other reports, including Expired Before Earliest End Date and Expiring Before Earliest End Date, provide additional views of Subscription expiry activity.

Use the individual report and associated Drill Down where the exact qualifying Subscription records are required.

How can I analyse member demographics?

Use reports such as:

• Current Subscriptions by Gender;
• Current Subscriptions by Age Group;
• Average Age;
• Current Members by Site.

These reports can help understand the demographic composition and distribution of Contact Records associated with current Subscriptions.

Where supported, use the associated Drill Downs for additional Contact and Subscription information.

How can I identify members with little or no recent interaction?

Use the Days Since Last Interaction reports to analyse how recently current Subscription holders have interacted with the organisation.

Interaction can consider activity such as:

• Attendance;
• Booking;
• non-subscription Sales.

Contacts are grouped according to the number of days since their most recent qualifying interaction.

This can help identify Subscription holders with little or no recent recorded engagement for further investigation.

How can I identify Contacts on a Frozen Status?

Use Contacts on a Frozen Status to identify current Subscription holders associated with the configured Frozen Contact Status.

Contact Status values are customer-configurable. The meaning and use of a Frozen Status should therefore be interpreted according to your organisation's configured processes.

What is Length of Stay?

Length of Stay provides an indication of how long a Contact has been associated with a Subscription relationship represented by the report.

The Subscriptions Dashboard includes reports showing Subscription types with the highest and lowest average Length of Stay.

Length of Stay can be represented using periods such as days, months and years.

Use the associated Drill Down where Contact or Subscription-level detail is required.

How can I analyse secondary spend by Subscription holders?

Use Sales by Priority 1 Subscription Holders to investigate qualifying Sales made by Subscription holders outside of their Subscription purchase.

This can help understand additional Products being purchased by Contacts who hold a Subscription.

The associated Drill Down can provide further analysis of the Contact Records, Products and Sales represented by the report.

Notes

• Members and Subscriptions are different reporting measures. One Contact Record can hold more than one Subscription.
• New Subscriptions reports Subscription records according to Original Start Date and should not automatically be interpreted as completely new members.
• Contact Status values, including Frozen Status, can have organisation-specific meanings.
• Subscription value and yield calculations can differ according to payment method and Subscription configuration.
• Historical Subscription reporting can be affected by the Expired Subs Retention Period configured against Subscription Types.
• Dashboard and Drill Down results can be affected by active filters.
• Available reporting content may vary according to customer configuration and user permissions.

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