The Customer Success Team at Ticketsolve is all about organisational success within the arts. It is that extra team member, extra support and extra advice to help you translate your data into powerful strategies and action.
In their Power BI webinar series, Sarah and Aoife will help you understand your data story. They will take you through Power BI step by step, so you can make sense of your data, and use it wisely. After each webinar, you can stop by our blog to get an overview of what Sarah and Aoife covered, and as always if you want more detail - get in touch!
In their first introductory webinar, we learned what Power BI is, what data you can mine from it, and why understanding your data story is so important.
What is Power BI?
Power BI is a business analytics tool that uses your arts data to provide interactive visualisations and business intelligence capabilities. Basically, it takes all that great data you have and makes it easy to manipulate and visualises it, so you can better understand your audiences and make better decisions on strategies and tactics. You can filter your data and chop and change it as needed, so you don't have to trawl through heaps of data for what you need - it is all readily available.
Importantly, when we pull data with Power BI there is no personal data pulled at all, only stored data alongside ONS (Office of National Statistics), geographical data and your Google Analytics stats. Being able to pull all this data together will give you a clear overview of your performance so that you can make better decisions when it comes to sales, marketing and overall business strategies.
How Did We Decide on What Data Sets to Pull?
Nowadays, data is getting captured every second. Like it or not, data is being gathered everywhere, all the time, with each mouse click, phone call or purchase.
The arts are no different. You are capturing a ton of useful data all the time. Website traffic, demographics, genre, purchasing behaviour, etc. it all feeds into your understanding of your audiences.
But all that data can feel about as clear as mud. It can be especially hard to sift through your data to garner something meaningful and useful to your organisation.
In order to make sure we were hitting the mark on the data sets we pulled, we spent a long time working with customers to understand the key performance areas they were interested in. Understanding those areas, plus our own experience working in the arts, helped us zero in on what was most valuable.
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Ticket Sales - detailed information (breakdown and analysis), as well as topline revenue stats for board level.
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Ancillary Sales - benefits, memberships and donations, which can be tracked year on year.
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Genres - fully interactive and can be customised to suit specific genre needs.
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Demographics - fully flexible and allows you to see your main demos and potentials as well. (ONS stats for the UK, for Ireland we can help set this up correctly).
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Customer Purchasing Behaviour - can show you peak times and days so you can better plan marketing activities and staffing etc.
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Ecommerce Conversion Rates - traffic is not enough, need to better understand conversions. For example, a customer was paying 100 euros to have a hosted link, but when they dug into their BI data, they saw that this was costing them money in the end, because while they were getting traffic from the link, they were not getting conversions - e.g., people were coming but not buying anything.
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GA customer demographics - tracks customers google searches, websites they are often on, FB and Insta pages they like etc.
How Does it Work?
We pull everything in from your Ticketsolve data to Google Analytics into Power BI and get analysing! It is really that simple!
Once the data is in, you can filter it as needed: who are your customers? Where are they coming from? What are they buying? What genres are they interested in - and everything in between! Power BI allows us to analyse and split the data in any way that you need. That means you can
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Get a clear breakdown of all of your financials (annual year, financial year).
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See a visual overview of customer demographics - spend by council ward, customer interests and ONS groupings.
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Learn how different genres are performing with different audiences.
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See a breakdown link between online and box office performance.
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Investigate customer purchase behaviour: how and when they are booking
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Track your top donors see how your memberships are doing and even filter by online versus box office
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Understand how donor conversions are doing online (donation during purchase, fundraising goals, or membership tracking).
Importantly, Power BI will allow you to see this data visually which makes it much easier to see trends, spikes and dips in your data. This will, in turn, allow you to make smart decisions on things like when marketing eshots should be sent, how to push fundraising campaigns and even help with staffing the box office correctly for busy periods.
Getting Started
There are some basic reports that you can access within Power BI,
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Genre specific reports
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Geographic reports
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Ecommerce conversions
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Identify difference buying habits
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Reports by financial year
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Reports by customer type
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Box office versus online sales
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Year on year changes
The reports are completely customisable, we can help create specific reports based on your needs. The real winner for Power BI is that you can access all your site data and Ticketsolve data all from one place. The data is fully interactive and visual so you can shape it to your specific needs.
Lots of Arts Organisations are Benefitting from Power BI Reports and Advice
We have been using Power BI with a few Ticketsolve customers already. So don’t just take our word for it! If you are interested in learning more about how Power BI is being used in arts organisations right now - drop us a line and we’ll put you in touch with some folks that have fallen in love with the data from Power BI :)
If you are still unsure, drop us a line anyway and we can walk you through Power BI in more detail and work with you to see how best you can make use of it.
We'll be sending details out shortly about our the next webinar in the series: Practical Examples of Crossover Reporting
We'll take you through how using your data you can target customers with cross over shows etc.
Join us next Thursday, 27th of February 10:30!
