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Ticketscript was founded in 2006 and quickly became the first truly disruptive ticketing solution. Since then we've served 125,000 events and that's always growing. Ticket buyers have purchased over 20 million tickets through our ticket shop as of the end of 2015. We’re growing with over 120 employees and have offices in 5 countries in Europe, serving the whole Euro zone.
• Getting to your useful data and using it
• Know your goals
• Test. Learn. Repeat
• Know your data and do great things with it
• Ten things to remember
Analytics is an amazing tool to reveal data that can transform your event from just another event, to ‘the’ event. However there is so much data that it’s easy to get lost and focus on the wrong things. There are two types of data, interesting data and useful data. In this session I'll be going through the above to help you get quickly to the useful data and learn how to use it to make your event marketing more efficient.
Getting to your useful data and start using it
• There’s a lot of data out there
• It’s easy to get lost
• Focus on useful data and not just the interesting data
If you don’t know the way it’s easy to get lost. Keep in mind what’s important - focus on the useful data.
To clarify this point - useful data is any data you can action in the immediate future to improve your site, or conversion goals. Interesting data is just that. It may become useful in the future but right now can’t help you make things better.
REPORTS TO START WITH
• Marketing campaigns
• Ticket sales
• Site events
Referrals - want to know where your traffic comes from? Use this basic Google analytics report and you’ll be able to see the site that drove traffic to any page on your site (as long as it’s tagged). You can then also see either goal conversions - or ecommerce conversions. If you use the ticketscript Google Analytics Connect product the ecommerce function will present your ticket sales, revenue, and conversion rate. A great example of how this report can be useful is that you can see if the likes of DJ Guide drive traffic to your site, and more importantly if it converts into ticket sales. This is of course relevant across any industry as long as your goals are set up.
Device - how important are devices to you? Not sure, or always just gone with your instinct? Know for sure with this report. What is key here is that you’ll also know the size of the opportunity for optimising your site and user journey for tablets and mobile. This report is essential for understanding the mix of your site visitors and how they see your site. We’re undergoing huge device fragmentation at the moment so it’s key for your business to know what device people are using when they interact with your brand.
Location - You can drill this down to a city level. What’s great is that you can see where you’re selling tickets, but more importantly where you’re not. You can then target activity to these areas to grow incremental ticket sales. The reports on previous slides are all available in the ticketscript reporting suite, but it’s worth noting that they are the basic versions. To get the most from this data hook up your analytics account. This is applicable for whatever goals you decide to track.
Marketing campaigns - If you take the time to create, and spend money on marketing you want to see the return. If you don’t spend money, but also want to see the return on organic activity you can see all of this information in the campaigns report found in the Acquisition menu. Just make sure you use the right Google URL parameters and you can see all campaigns in this report - with goal conversion.
Ticket sales - The most important metric for your event? In most cases, yes. Using the ecommerce plugin and ticketscript’s Google Analytics Connect you can see exactly this. More importantly you can see these ticket sales against any other site metric. If google tracks it you can see your ticket sales against it. Ticket sales should be used for trending in analytics. For the most accurate up to date ticket figures always refer to the ticketscript dashboard.
Site events - do you want to track important actions on your site? With a little bit of bespoke tagging on your site you can track bespoke actions. This is great if you have lead capture, or want to track which buttons, or elements users are visiting on your site. This is perfect for tracking activities that are bespoke to your site. More importantly this is ‘element’ based, rather than url based. It means you can track actions on a page, rather than the more vague url based actions.
Data can let you do amazing things. Using a combination of location data and product type - in this case genre of dance - you can create some great data to share. The point of this slide is that depending on your goals you can use data to do some amazing things and achieve those goals.
START ON THE RIGHT TRACK
• Get your filters right
• Build out your goals
• Build out another one
• Build a funnel on at least one goal
Filters - Often overlooked. If you visit your site a lot, and have your staff do the same, make sure to filter out your IP address! You can also set up permanent filters to remove traffic from various sources or types of traffic. Be warned that this is top level and so can’t be removed.
Goals - require that you sit down before hand and work out what you want to achieve. It is often called a measurement plan. If you map out exactly what actions are important to you first you can put them all in place early and collect some very useful data to help make your site, campaigns, and customer journeys more successful.
TEST. LEARN. REPEAT.
• Site events
• Use data to make the site you want
• Conversion rate optimisation
• Chrome extensions
Site actions - learn what your customers do and adapt to them. If you’ve got your goal tracking set up you can run very simple tests using ‘Experiments’ in GA to test variations of pages. Test colours, sizes, and positions and make your CTA’s work harder for you.
Make your site better - If you’ve done the tests, trust the data. Sometimes things work that you would never expect. Lingscars.com is a great example. From a design point of view this site should never, ever work. Yet it has consistently high volumes of traffic and as a result has strong SEO. They know their goals and have created a site that achieves them.
By utilising data you can improve your site. Conversion Rate Optimisation, or CRO can make a huge difference to your return of investment. Often more than simply driving more traffic. 100 conversions at a conversion rate of 10% with a value of €100 = €10,000. A 1% increase in conversion = €11,000 an increase in revenue of 10%, for a 1% uplift in conversion.
Extensions - Tag Assistant, PageSpeed Insights, Page Analytics
DO GREAT THINGS
• Integrate with Google Adwords and Search Console
• Remarket or Retarget, but do it right
• Geolocate your audience
• Track your campaigns with Google
• Compare and analyse your data
Analytics and Adwords both belong to Google - they can work together, don’t stop them! You can connect your ticketscript account to both Google properties to speed up your campaigns. If you use ticketscript we integrate fully with analytics and adwords, and I’d advise that whatever industry you work in connectivity between marketing and analytic platforms should be a key factor in your decision making. You just have been shown by Mr Lepperhoff how to connect the platforms.
Forget what you think you know. Your data knows. Here’s an example of Dutch Design Week using remarketing to target potential ticket buyers on bright.nl. By using data from their site they are able to identify that potential users are likely to be present on bright.nl and can present a banner to reinforce conversion.
With all of this smart data you can do some really smart things, like location targeted ads. Target right down to a city level, or multiple cities. Cut out the waste. Right now we’re running this type of advertising around this venue. We know you’re here and you’re important to us so we’re showing ads where we think you’ll see them.
You can track everything, so you should.
By using ticketscript’s Analytics Connect you can compare campaign data to show how effective campaigns are, and what they are driving you in terms of conversion. This example from one of our recent Dutch clients illustrates how you can compare two metrics to identify conversion behaviour.
10 THINGS TO REMEMBER
• Keep it simple
• Make a plan
• Focus on the useful data
• Track all of your activity
• Know your goals
• Test. Learn. Repeat.
• Make data based decisions
• Use your data to do great things
• Make your site better
You are now invited to grab a beer and to ask me questions in a more private setting if you so wish. Or ask any of our German team members who are around.