Updated: Apr 29
THE VALUE OF CONNECTING DATA SOURCES
Your organization has a lot of data at your exposal. But are you making the most out of it? The information derived from ticket scanning data is extremely valuable and can improve the effectiveness of your marketing initiatives significantly.
However, only few organizations take advantage of the opportunity. Why?
Most organizations have various kinds of data living in silos
There is a perceived complexity of how to match data to transactions and customers
Many struggle to understand how the data can be used to create value
In this article, you discover how you easily get immediate value from your scanning data. And how to get started, so you can benefit from connected scanning data to understand arrival patterns and segment customers.
1: Get notified of top customer no-shows
Top customers are the key to your business. We all know that. Not only do they provide a significant part of your revenue, they are also ambassadors of your business. If a top customer does not show up, you may want to reach out to see what you can do for them. Reaching out shows that you care.
2: Track your season card holders or subscribers
Your subscribers or season card holders also represent a major part of your revenue. Tracking this specific segment should be a focal point for any organization offering such a scheme. By looking at ticket scans, you can see if a season card holder or subscriber is not attending the events covered, and you can proactively reach out if they are not getting value from their investment. When it is time to renew, you can target your campaigns specifically based on the value the recipient got from the subscription/season card the previous season.
3: Identify your early vs just-in-time arrivers
Powerful information for especially sports events. If you know who always shows up five minutes before the game starts, you can set up a targeted campaign aimed at changing this behavior. Maybe they do not know about the family zone? Or the team warm-up rituals? The fan rituals or all your well-thought-out pre-game engagement initiatives? Imagine if you could increase the in-venue consumption by just one percent – simply by informing those customers of what they are missing?
4: Understand the arrival behavior of your local customers
To elaborate on the point above, you can dig even deeper and start looking at the arrival behavior by customer demographic. Are locals arriving just before the game/concert? Are the larger groups and out-of-town visitors the first in your venue? If you understand their arrival patterns, you can plan your pre-game efforts accordingly (and track if you are successful in changing behavior over time), or maybe set up local partnerships.
5: Understand the arrival behavior of your new customers
Another key segment you have to consider is your first-timers. If you understand their behavior, you can target your welcoming communication (you have one, right?) to address patterns that you would like to change.
6: Spot those arriving late
We have all tried to be late to an event and missed the first song or the start of a match. Sometimes it is our own fault or because of external factors. Sometimes it is due to lack of communication. The latter might result in dissatisfied customers. But reaching out could help prevent this from happening again. Were they late due to lack of parking opportunities? Or maybe long lines? Show your customers that you care, which in itself can drive customer satisfaction and, in turn, additional sales.
7: Predict your gate load by looking at similar events
Planning for the expected gate load is key to give your customers a great experience, while still keeping an eye on staff costs. If you know that a particular type of game or event has many early arrivers (at a specific point of entry), you can deploy staff to assist people upon arrival in order to smoothen the entry into your venue.
Harness the power in your data and deliver even better customer experiences
This article clearly illustrates how your organization can benefit from connected ticket scanning data supported by a tool like Activity Stream. In order to get started and learn more about how to harness the power in your data to help you increase revenue and improve customer satisfaction, contact us at firstname.lastname@example.org for a demo.