Skiddle Experts: Customer Data and Analytics

What are the benefits of understanding ticket data? How does it contribute to the success of events?

“Understanding ticket data is vital to the hosting and planning of successful events. By noticing patterns in ticket sales data, you’re able to better plan for future events. For example, say you were to host an event in Sheffield and, through the inspection of your data, you noticed that the vast majority of those attending your event had a Leeds postcode, it would highlight a significant following for your event or brand in the said postcode area. Therefore, it would make sense to target your marketing efforts to fans in Leeds, as you know they would be willing to travel to Sheffield. You could even consider hosting future events in Leeds.

Data can also be very helpful when considering buying trends. This year, across the board, we’ve observed event-goers making ticket purchases nearer the date an event is set to take place. Knowing this information can help you to improve the efficiency of your marketing efforts and better plan your ticket pricing structures. For example, you could introduce discount codes and payment plans or promote our PayPal Pay in 3 option at checkout to help improve sales earlier in the campaign.”

What tools does the Skiddle Promotion Centre offer to help promoters get the most
from their data?

“The Skiddle Promotion Centre offers event organisers a vast array of features and services, some paid for but mostly free, through which they can put their data to use. Take, for example, E-flyers.

E-flyers can be sent to your opt-in customers to promote upcoming events and/or ticket promotions. You can see how past E-flyers have performed by checking the following statistics:

• The number of E-flyers sent – the overall amount booked in
• The percentage successfully delivered
• The percentage of E-flyers that bounced – This signifies how many couldn’t be delivered because an email address is no longer in use
• The percentage of complaints – if the E-flyer has a higher-than-expected average, then the question can be asked, why?
• The amount of generated sales – sales made from the sending of said E-flyer, how well did it perform?
• The number of clicks of the E-flyer – cross reference this with the sales made and E-flyers sent to see clicks per sale and clicks per E-flyers sent

You can also use tracking by applying pixels to their Promotion Centre account. This way, you can see from which social media platforms, such as Facebook, Snapchat, Google and TikTok, the customer has come from when making a purchase.

The data these pixels deliver allows you to see the overall sales generated but also highlights the channels your customers are using. This information can then be used to your advantage, to leverage new followers of your event/brand and boost sales. Say, for example, the insights from your pixel data highlighted that the majority of your sales were coming from Facebook. You could then create a group on the platform to invite existing and new followers of your event/brand, to keep them up to date with upcoming events.”

Does Skiddle offer regular ticket sales data reports?

“Yes. Once your event listing has been published and tickets are on sale, we’ll begin sending you regular updates. By default, our ticket reports are sent out to promoters at 9 am and 4 pm daily throughout the week. You’re also able to customise when you receive via the Promotion Centre.

The Skiddle Promotion Centre also offers a ‘Ticket Sales Breakdown’ report. The breakdown covers various criteria, from the number of tickets sold and revenue generated to sales by ticket type (e.g., general admission, VIP), sales by period (e.g., date and time), and sales by demographic (e.g., age, location).

You can also ‘View Orders’ on particular events which shows basic information such as ‘Order ID’, ‘Order date/time’, ‘Customer Name’, ‘Total of Order’ and many more factors.

All of the above can be utilised to help you understand your ticket sales performance and identify trends or areas for improvement.”

Can ticket sales data be exported and if so, how?

“Yes, your ticket sales data can be exported. Using the filters available on your ‘Tickets Sales Breakdown’ report, you can choose the timeframe you’d like to examine (e.g., the past week or month) and, once you’ve confirmed, export the data as a CSV file. A similar process can be followed to export specified data via ‘View Orders’.”

How does Skiddle ensure the security and privacy of eventgoers’ data while providing valuable insights to event organisers?

“There is a GDPR-compliant Privacy Policy that promoters must sign if they are to use customers’ data in terms of marketing. The privacy policy covers using the data responsibly and highlights that promoters can email customers to market/promote their event ONLY if the customer has opted in.

Not following this rule would go against GDPR. Furthermore, another section specifies that if a promoter is independently emailing customers, the email must be solely to inform of the event in question and cannot be used for marketing for future events as this would again be a breach of GDPR law.

With regards to insights, as mentioned earlier, there’s plenty to be gained on your customers’ orders via the Promotion Centre.”

What other data does Skiddle offer on eventgoers?

“Our Promotion Centre allows you to gather data from your customers using surveys at checkout and following your events via email.

Promoters can add numerous questions in checkout surveys, using different answer fields to probe for specific information or gain feedback from the running and organisation of your event, for example, through email surveying.

The results from said surveys can be of great significance. Through listening to your customers, you can make improvements to your future events, therefore increasing the likelihood of repeat purchases.”

Head to your Promotion Centre dashboard now to see how you can use your customer’s data to your advantage, and keep an eye on the blog for more Skiddle Experts features coming soon.