We’ve been talking about data a lot in the last few years. How to think like a data scientist, how to make your arts organisation data-driven, using data to improve audience experiences and lots more. It can be overwhelming. How do you get started? How can go deeper with your data once you are off the ground with it?
Over the coming weeks, Sarah and Aoife from Ticketsolve’s Customer Success team will be leading a take over of this blog! The blog will become your source for practical ways to turn your data into insight - and then into action.
The series will give you the practical know-how you need to get started with your data - and take you deeper so you can achieve real measurable results.
In this initial post, we’ll share with you an overview of our data gathering process, the tools we use and what you can hope to learn with us in the coming weeks.
Learn how to find out what else your customers are interested in, groups who should be booking an event but aren’t and how to effectively target these segments. We’ll explore how you can use Ticketsolve to identify these groups and look at some inspiring examples of how to reach out to these customers. For example, we will explore customers purchasing habits and match them up with great shows which we know they’ll love, as well as looking at who your customers are, and learn more about them using effective crossover reporting.
Take for example Junction Goole, who used some of the targeting ideas. They segmented their audience and sent a targeted email to NT Live Fleabag bookers to promote NT Live Present Laughter (which starred Andrew Scott AKA Hot Priest).
The results of this targeted campaign were significant:
Open rate 52.7% Clicks 7.3% Revenue £36.60 as compared to a generic standard un-segmented weekly What's On email: Open rate 40.8% Clicks 1.8% Revenue £0.00
Explore how you can target your customers based on their value to your organisation. We’ll look at identifying customers based on their attendance, booking habits, geography and the value they bring to your venue!
Master how to access the right data to increase your revenue including how to use Ticketsolve and Google Analytics to target potential donors and personas. Here we will look at how to identify your top spenders using simple reporting techniques. We also take a look at the valuable demographics data housed in Google Analytics to help you build up customer personas to effectively tailor your marketing campaigns.
If you are interested in getting more from your data - this is really a great blog series to help you get started.
We’re very excited to share this series with everyone working in the arts!
And as always - if you have any questions or need a hand - give us a shout!