4 Ideas to Lift Ticket Sales With Event Data

Which marketing channels are your members coming from?  How do interests impact ticket sales?  Google Analytics can give high level visibility into web traffic, but getting true insight into your guests’ behavior can be tricky.

To help you get these questions answered, DataHero and Eventbrite have teamed up to share how you can leverage Google Analytics data and event data to unlock real insights and maximize ticket sales.

To replicate these metrics, simply enable ecommerce tracking in Google Analytics, and connect Google Analytics to DataHero and Eventbrite.

1.  How do my guests vary by demographic or interests?

A great place to start is to unlock new attendee insights by combining your custom information gathered at registration.

For example, the chart below shows attendee interests by age.  This allows you to first quickly visualize the general age range of your attendees, and then understand how interests span these age ranges.

Use this information to tailor your future event programming, or to send personalized email invites based on interest.  You can also look at job title, gender, geography, or any other demographic field that is relevant to your event.

2.  How does revenue differ between members and non members?

For many events held by organizations, there is a different rate for members and non-members.  You can segment your data by membership status to understand the best marketing channels to stay in touch with members, and how this is different for prospective members.

In the chart above we see that members tend to find this class through CPC or organic channels. Non Members tend to find this class via Google Plus or publications.

3.  Which day of the week is best for sales?

By examining class registrations by day of week, you will most likely find that certain days generate higher activity than others.  You can use this information to time your email marketing and social media posts, or change your paid advertising budget allocation.

4.  How do visits to my event page change by source and date?

Understand the seasonality of your business by monitoring how the mix of traffic to your registration page changes over time.  For example, you may find that traffic from Google search is higher in the spring, and choose to spend more of your paid search budget earlier in the year.

To visualize your whole event marketing funnel without becoming a data analyst, connect your event registration data and Google Analytics with an easy visualization tool such as DataHero.