Without data, you’re flying blind. You don’t know who your attendees are or why they decided to attend. And you’re not going to know where to find other like-minded, would-be attendees to try to attract to your event.

But this is 2018. Data about your customers has never been easier to gather, analyze, and act upon.

Through your event’s purchase flow, Google Analytics, or a customized survey, you can gather a range of information that will reveal valuable trends about your attendees — and how you can attract more.

Learn where people are and when they’re most likely to buy

Data can give you insight into who your attendees are and what they respond to without even asking them. It can show you, for instance, where your attendees live, revealing that you should rethink your event location or target your advertising by geo.

Your ticketing or registration data should also show when your attendees are most likely to make their purchase. Do your sales jump (or slump) around the holidays? Does your weekly email send make an impact within minutes, hours, or days later? By using this data, you can reallocate your ad budget to the times when event-goers are most likely to buy.

Learn what channels are driving ticket sales

Are you confident your marketing budget is driving the most impact it can? By using tracking pixels, you can learn where your traffic and purchases are coming from.

Is your top driver a certain social media network? A particular ad campaign? A sponsor? Tracking pixels — computer codes inserted as minuscule images into a web page — allow you to know which pages or ads people clicked on. And, taken a step further, they can show you where the people who actually purchase tickets — rather than just those who visit your site — are coming from, helping you target your marketing budget where your money will be most effective.

And it’s not just about where or when they’re seeing the ads. It’s also about the ads themselves. Is a particular headline or “call to action,” for instance, driving a disproportionate amount of traffic? With online ads, you can get data on anything from ads’ images to headlines to whether “buy now” or “get more info” performs better. Use this information to reinvest in the ones that are working and move away from those that are a waste of time.

Learn who your attendees are

The better you know your attendees, the better you can target your marketing strategy — and sell more tickets.

In addition to the info gained from your registration process and analysis of tracking pixel data, a custom survey, likely distributed after your event ends, can yield even more data to help you refine your approach in future years.

Ask attendees about their job title, gender, age, interests, or how they found your event to identify your target audience and use that data to attract event sponsors.

If you use Eventbrite, you can take advantage of a free integration with SurveyMonkey that makes the survey process easy, including through a template with preset questions, though a custom survey will get you even deeper insights into how your attendees relate to your particular event.

Learn more about how Eventbrite technology can help you collect event data and use it to drive ticket sales in this on-demand demo.