FlyTips: Five steps to data-driven marketing

Gone are the days of not knowing the effectiveness of your paid marketing. Gone are the days of spending budget on a dedicated email blast or display campaign on your local weekly’s site and not knowing how many eyeballs saw it, how many sales it drove, and to which events. Today, it’s all about data-driven marketing!

Here are 5 steps you should take today to start making data-based marketing decisions.

  • Tag marketing campaign links with Source and Medium UTM codes. Want to know how many ticket sales were generated as a result of your alt weekly ad or Charli XCX’s tweet? Tag your links to see this in Backstage’s Source Performance dashboard. Learn more in this Ticketfly Community Article.
  • Tag artists with genre(s) when building an event. This will associate ticket buyers with a genre list so you can email them about relevant events in the future. Do you book dubstep, comedy, or 90s rock acts? Customize genres to reflect the specific talent that frequents your business. Learn more about genre tagging in the Ticketfly Community.
  • Ask us to implement your marketing pixels to track paid ad performance. Simply generate pixel code using your advertising platform and pass it along to your Client Rep. The two most common pixel types are conversion pixels and retargeting pixels. Conversion pixels help you measure an ad’s ROI by reporting on actions people take after ads are served (i.e., buying a ticket). Retargeting pixels help you turn window-shoppers into buyers by serving ads to those who viewed an event but didn’t purchase.
  • Experiment with Facebook’s advanced advertising options like conversion tracking and custom or lookalike audiences. By placing a conversion pixel on Ticketfly’s sale confirmation pages and then adding it to your Facebook ad, you’ll know exactly which ads led to conversions (ticket sales). Custom audiences allow you to reach customers you already know with ads on Facebook. You can build audiences based on uploaded email addresses, phone numbers, or the people who visit your website. Lookalike audiences let you reach new people who are likely to be interested in your events because they are similar to your existing customers. Visit facebook.com/business to learn more.
  • Evaluate your performance using Ticketfly’s Source Performance Dashboard. What percentage of your ticket sales can you attribute to free search? How many ticket sales were generated as a result of amplifying your events to Facebook? Check out Backstage to view this at the Org or Event level. It’s critical to keep tabs on your performance to determine what’s working and what’s not so you know where to focus your budget and where to stop spending.

Forget the agony of not knowing if your marketing budget–and your time–are being spent wisely, and step into the world of data-based decisions and marketing. Reach out to your Client Rep with questions.

Ticketfly Pulse: Real-time event stats on your phone

Pulse FPO

Being an event promoter is a tough, 24/7 job, and work doesn’t stop outside the office. You need your most important event stats at your fingertips when you’re on-the-go. That’s why we created Ticketfly Pulse, the first product of its kind to give you real-time event information like ticket counts, gross, and scan counts, all on your phone. We’re talking up-to-the-second stats that update right before your eyes without having to refresh, which can make a big difference in the fast-paced world of a promoter. Now you can spend more time producing great events and less time tracking down data.

“Ticketfly Pulse helps me stay connected and make real-time decisions on the fly.”
– Farley Lucas, LED Presents

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A True Data Nerd: New Relic’s Interview with Ticketfly CEO, Andrew Dreskin

TicketFly

You may have seen our CEO, Andrew Dreskin, around town on billboards in San Francisco and Los Angeles recently. These billboards are part of a series called “Meet our Data Nerds” presented by software analytics company New Relic, whose tools we use to visualize important system performance data. We’re all data nerds at Ticketfly, especially Andrew, who has consistently challenged the status quo in live events by using data to find opportunities to better serve fans and promoters. Andrew sat down with New Relic to share how Ticketfly nerds out on data to help promoters create great live event experiences for fans.

Andrew also shares why data will play a key role in the future of live events. Ticketfly’s recent acquisition of WillCall speaks to our vision to use location-based mobile data to create dramatically better experiences at the show. WillCall is best known for its highly acclaimed app, which features a curated list of concerts in San Francisco, Los Angeles, and New York, and allows fans to purchase and share tickets with just a few taps on a mobile phone. If you haven’t checked it out yet, the WillCall app also uses beacon technology to let fans open bar tabs on their phones with a single swipe as they enter the venue and close out at the end of the night by simply walking out the door. This technology, and the stream of location-based data that comes from it, will provide insights to create dramatically better experiences for fans of live events. We’re excited about building a future for live events that will really change the game for fans!

Nerd out on data with Andrew: Read the full interview on New Relic’s blog.

FlyTips: Instagram 101 + Measured Marketing

Instagram 101

1. Pictograms and contests work: Brooklyn Bowl (10,864 Instagram followers) uses pictograms all the time to interact with fans and give away prizes & perks. Pictograms contain a call to action; they get people commenting, but more importantly they answer the question, ‘What’s in it for me?’ Any kind of contest (be it a guessing game or whatever) on social media is genius because they’re fun for the fans and offer an incentive to participate.

Pictograms

(**The answer**= car + shake + ale… Karsh Kale!)

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FlyTips: Drill Into Site Content Using Google Analytics

Welcome to the final installment of our Google Analytics FlyTips. This time, we’re going to drill into the most useful content reports which help you improve your page content or navigation structure. In case you missed out, previous posts focused on audience reports, traffic reports, and using social media to improve your website SEO. Ready to get to work? Let’s dig in!

Content Reports

Behavior Flow 

"Google Analytics Behavior Flow"

Why It’s Important: Behavior Flow reveals the pathways your customers travel when they navigate your website. Understanding what is popular helps you identify content that needs improvement. In some cases, you may decide to remove a page from your site. After all, would a restaurant keep a dish on its menu if no one ever bought it?

Sample Insight: There is a food menu page you believe is vital to your business, yet receives very little traffic.

Next Steps: Think like a consumer. Is the intended audience not seeing the link to that page? Update your navigation or put a photo on the homepage that links to it. Are people exiting the page a few seconds after landing? Experiment with your page content layout! Make one change at a time, then re-visit the report to check for improvement. Continue reading

FlyTips: Dive Into Traffic With Google Analytics

Welcome to the next installment of our Google Analytics FlyTips. Analytics is the most valuable Google tool you may not be using. And it’s free, so what’s not to love? In this edition, we focus on traffic, which we hate on the road but love on the web! If you missed our previous post on Audience reports and how to connect Google Analytics into your Backstage Dashboard, we recommend you read it first for background. Now let’s hit the road and dive into the wonderful world of website traffic!

Acquisition Reports

The All Traffic report provides the information you need to evaluate the value of traffic sources.

Why It’s Important: This You can dig into traffic referred from links on other websites and in tagged press campaigns you may create to track impact. Key metrics to consider for insights about customer engagement from sources are visits, # of pages per visit, visit duration, and bounce rate.

Sample Insight: You may find that your site has a high bounce rate, which measures the percentage of visitors who enter your site and “bounce” (leave) rather than continue viewing other pages on your site. Don’t automatically assume that this means your site isn’t performing well.

Next Steps: Depending on the content of each page, a high bounce rate could be reflective of how easy your site makes it for the consumer to find that “Buy Tickets” button for an event and click through to your ticketing provider to make a purchase! If you see unexpected sources, do research on that source. You may have found a new site to partner with for press releases and promotions.

Acquisition: All Traffic report

"Google Analytics Traffic Overview - pie chart"

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FlyTips: Google Analytics 101 – Know Your Audience

Most of us think Google is synonymous with searching the web, serving email, and introducing us to “Gangnam Style” via YouTube. But as a business owner, Google can also help you expand the reach of your website.

Google Analytics is the most valuable tool you may not be using. The best part? It’s FREE!

The next few editions of our FlyTips will introduce you to the power of Google Analytics. In this first edition, we will help you use the Audience report to better understand your customers.

 

Why use Google Analytics?

  • Customer Insights: View the number of new vs. returning customers, device usage, and see how customers move through your website
  • Traffic Insights: Learn how people get to your site, which social media refers the most traffic, and how search terms are used to find your business
  • Content Insights: Discover which pages draw the highest traffic and keep people most engaged

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Where in the World Are Your Customers? See Sales on a Map!

by Amy Miller, Ticketfly Community Manager

Instinctively you know as an event planner that a big chunk of your ticket buyers probably live in your immediate area. But if you really dig deep, you’ll start to see some other trends. A lot of towns near you might not have many entertainment options outside of headin’ to ‘Bees for some top shelf margs and a Shrimp and Parm, so people trek to your events.  Or you’ve got great national buzz, and tourists know you’re the thing to see in town.

Our new Sales by Location data will show you exactly which outlying markets attend your events most often, and what percentage of your sales is coming from tourists, which is always a good indicator of your notoriety as a promoter! Visualizing your patron data also opens the door to partnering with hotels and travel sites, other local businesses, and distant media outlets.

Sales by location data will now display on a map with global, state, and city level detail. This info is visible on event level sales reports and on the account level in the Analytics Dashboard. Sales by Location data is displayed as a heat map, with scroll over capability for greater detail.

More purchase detail means you can:

  • Better target your marketing efforts – localize street teams, Facebook ads, and media outreach
  • Pinpoint popular markets – know where to spend your dough
  • Visualize purchasing trends – see what’s working and who is left behind

If you’re currently a Ticketfly client, Sales by Location is already turned on for your org. If you’d like more information about how you can maximize your marketing power with Ticketfly’s toolset, head over to ticketfly.com/start!