What can your ticketing platform tell you about your events business?

There's a lot of power in a ticketing platform.

Beyond simply generating and scanning tickets, or listing events, they can offer real, long-term value to event organisers.

Ticketing and event management platforms are uniquely positioned to provide genuine insights into the functioning of an events business to increase understanding and facilitate growth. From the micro to the macro, the minutiae of an individual event to the broad trends that shape an organiser's business.

Working with a ticketing and events management platform that understands this - one that recognises the opportunity and invests time and resources into providing the tools for sustained growth - could be invaluable for event organisers of all shapes and sizes.

So what can a ticketing platform tell you about your events business?

Beyond simply showing you how many tickets you've sold, your ticketing provider should also be able to help you learn more about:

• Who is booking tickets for your events or experiences: their age, gender, location, whether they are a new or returning customer.
• When they book tickets, and when they're admitted to your events. Are they leaving it until the last minute? And if so, what can you do to combat this?
• How your sales and revenue change over time, showing trends on an individual event level or across multiple events.
• Who your top customers are, who are most valuable to your business, whose custom you could be at risk of losing, and how best to reduce this churn.

Some ticketing companies don't give you access to your audience data (in some cases using it for their own benefit to market events from other organisers).

Others will say things like "you'll own your data", but without any context as to what that really means, or what you can do with the information made available to you. For example:

• Can you track sales, audience growth and engagement?
• Are you able to easily identify trends and draw clear conclusions?
• Do you have the capability to benchmark the performance of your events against similar event organisers across the industry?

With access to genuine insights into your audience and event performance, you can make data-driven decisions regarding your business strategy; from choosing the right venues or talent for your future events to shaping and optimising marketing campaigns to maximise their effectiveness. All helping you to meet your goals, grow your business, and retain your audience.

When speaking to FIXR about using our platform for their hugely popular events, sporting experience creators INVADES explained how:

The analytics are the best in the industry. The dashboard really helps us make informed decisions when it comes to sales. When are we going to release the tickets? Which customers should we be targeting? And at what time of day? We're given the data to make the right decisions.

Similarly, immersive winter light trails Illuminate told us how FIXR's insights improved their marketing efforts:

Knowing our core demographic of ticket buyers meant we could hone in on the ages to specifically target. That helped massively in terms of conversions, ad spend, and making sure the ROAS was the best it could possibly be; helping us save money and generate custom.

If you want to learn more about how FIXR's analytics could help you grow your events business, don't hesitate to get in touch. We'd love to hear from you!