September 14, 2016

Part 1: Using data effectively to increase ticket sales

The collection of customer data is constant. Every time a consumer browses a webpage, enters a Google search, or visits social media sites, information about the consumers online behaviour is collated and can be a very useful tool to increasing your revenue and reducing costs. ‘Can be’ being the sticking point here. What do we do with all of this data? It can sometimes all feel a little overwhelming when terms like ‘analytics’ are thrown around, but it doesn’t need to be that way.

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Are you converting potential customers into paying ticket-buyers? Is your marketing budget being spent on the correct platforms? Are your tickets easy to find on your website?

We’ll look at three topics that will aim to shine some light on what is possible when you utilise the data in Google Analytics to your advantage. Remember: data isn’t scary, not using it is.

NB: When looking to use Google Analytics for your data reporting, it is always necessary to have a KPI in mind to measure against. We frequently recommend creating a custom goal for this purpose, which will typically be a trackable conversion i.e. a ticket purchase.

This conversion can then be used within your reports and add value to your data when looking at traffic sources or landing page performance as an example. For a step by step guide on Google Analytics check out our comprehensive webinar series which should make life a lot easier.

Acquisition Reports

Essentially, Acquisition Reports illustrate how users arrive at your site (or ticketshop). This provides you with an insight into which channels your potential customers are using to enter your website, e.g search platforms, clicking on paid advertising campaigns you’re running, being directed from social media posts you’re writing, or clicking on a link in your latest email campaign. This report can really have a significant effect on your cost per conversion which can be pivotal in generating the required profits for your event.

Take online advertising as an example. If you run a music event and you’ve traditionally spent marketing budget with a particular music magazine that seems to fit within your target audience, it might be worthwhile cross checking this use of money to justify the expense. Whilst your online banners might look pretty sitting on your favourite music website, are they actually generating traffic to your website and resulting in conversions (ticket sales) for your event? If the answer is no, could your money be utilised elsewhere? You might actually find that a lot of your traffic is being directed from organic social media posts. Take a look at the content you’ve been posting. If it’s video content, could you maybe allocate the paid banner campaign budget into creating additional videos that are actually working for your event?

These kinds of questions create healthy debate for your business as you should always strive for maximum ROI (return on investment) when spending advertising budget.

Next week we’ll take a look at how to use Behaviour reports in Analytics and also Remarketing to cover off our three topics of using data effectively to sell more tickets.

For any questions about this blog please reach out to your Account Manager.