Co-Hosted By: 1 Agenda Learn to Leverage Data - Hear about - - PowerPoint PPT Presentation

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Agenda

• Learn to Leverage Data - Hear about strategies and tools

available to better understand your data and make it actionable

• Organize Data – Take steps to standardized data and reports to

make informed business decisions

• Increase Sales - Harness data from your ticketing system that

arms you with the information to sell more

• Impact the Bottom Line - Utilize key performance indicators to

make smart business decisions

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Panelists

Leigh Wojtkiewicz - Spectra

» Product Manager

Erika Gunerman - Turnkey Intelligence

» Director, College Sports

Michael Rust - Miami University (OH)

» Coordinator, Database Marketing & Analytics

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Leigh Wojtkiewicz

Product Manager

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Before you Act

1. Organize the data so you can understand it 2. Standardize the data – establish business rules for new data – group & classify current/old data—STICK TO IT 3. Report the data – layout the data – clean, clear, concise 4. Analyze the data – consume the deliverables – make decisions & ask questions

Reporting & analyzing before Steps 1 & 2 can lead to incorrect information and/or understanding

Don’t make the wrong or misunderstood data actionable

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Understand Analytics & Data Science

• Know where your
• rganization falls

in the Venn diagram (capabilities)

• Know where your

question falls in the Venn diagram

• Align the questions

being asked with where the

• rganization falls in

the diagram

Image courtesy of Data Science Insights – Dr. Jerry A. Smith

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Know your Role(s)

Image courtesy of Juice Analytics

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Roles in Data Fluency

• Data Author: creates reports, tables, visualizations

» Ex: Ticket Ops staff, analysts, anyone adding, editing, updating,

reporting on the data

• Data Consumer: reads, interprets analytics –asks questions

» Ex: AD’s, Assoc. AD’s, Directors, Managers, sales reps (Everyone!)

• Data Fluent Culture: the language and practices developed from

communicating with data

» Ask a question > create/develop/deliver a report > analyze the report >

ask more questions

• Data Product Ecosystem: Software, tools & processes

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Crawl > Walk > Jog > Run > FLY

Define what this means to your organization & reporting

• Crawl: Identify low hanging fruit (reports/analytics)
• Walk: Create reports—schedule/automate (if possible)—give

time back to your staff – creates reporting efficiency

• Jog: Analyze – creating more efficient reporting allows more

time for analysis

• Run: Use the analysis to ask more questions
• FLY: ???

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Getting Started – Take an Assessment

Current situation:

» What reports are currently being used? – how are they

delivered? - how frequently are they delivered? (Ticket Ops/Service/Sales/Marketing)

» Who is creating the reports? – how many hours do they

spend a day/week updating these reports?

» Can data consumers easily understand reports for other

departments?

Everyone using the same language is key to analytics success – same language, different interpretations

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Getting Started – Take an Assessment

• Pain Points

» Current reports –what can be improved? » Are there clarifications that must be made frequently? » Can the process of asking a question & receiving data in a

report be improved?

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Getting Started – Take an Assessment

Wish List (Practical & Reaching)

» Quick Wins – update/fine tune current reports, new reports

that can be easily created

» Pipe dream reports—current reports with custom calculations,

formatting –brand new reports that haven’t been created yet

» Data products: are there analytics or data visualization

platforms/consultants that can make the process easier?

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Report Examples by Stage

• Start basic: item/package sales, promotional sales, daily sales
• Layer in more complex reports: renewal, new biz sales, capacity

analysis, pricing strategy

• Add external data sources: lead scoring, demographics, survey

responses, blend multiple reports/sources together Find ways to display incremental gains related to decisions from reports & analysis – make the work worth it!

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Does your organization have a dedicated data analytics specialist?

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Erika Gunerman

Director, College Sports

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First Step: Clean Data

• Database Cleanse

» Reverse appends (emails & phone numbers  full records) » Address standardization, record updates » Deduping » Decease suppression

• “No Rollover/Transfer” policy: identify records of individuals who have

passed but have continued renewing tickets under original purchaser;

• pportunity for new sales & donations.

To ensure data is actionable, start with a clean, complete set

• f information.

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Goal: Retain Current Buyers

• Retention Modelling
• Via surveying, identify areas requiring improvement

» Measure buyers’ satisfaction with specific elements, compare to

perceived importance of each element.

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Goal: Retain Current Buyers

• Via surveying, identify specific at-risk accounts

» Measure renewal intent, review responses both as a complete set

AND account by account.

• Identify common issues among dissatisfied accounts:
• Drill down to account-specific issues:

When asked “On a scale of 1-10, how likely are you to renew?”, this account responded “4”, stating “I need to be moved one section to my left because of aisle

• traffic. If not, then I probably won’t renew.”

Acct ID: 658715

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Goal: Retain Current Buyers

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Goal: Identify New Opportunities within Current Database

• Profile Ticket Buyers

» Identifying commonalities enables you to more accurately ID

existing accounts with purchase/upgrade potential.

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Goal: Identify New Opportunities within Current Database

Season Ticket Holders Single Game Buyers

• Identify key demographic differences between buyer groups

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• Utilize household-level categorization

Goal: Identify New Opportunities within Current Database

Season Ticket Holders Single Game Buyers

» Elements like

PersonicX (70 segments, 21 lifestyle groups) provide additional information about buyer groups, help differentiate segments.

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Goal: Identify New Opportunities

• Abandoned Cart

» New Account registration, existing accounts that do not

complete purchase

• Wi-Fi Login

» Email address  complete record  append

• Merch Sales

» Shipping vs. billing address

• Former Athletes

» Update address, determine locality, financial capability

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Does your organization harness data from your ticketing system to feed your sales team and increase ticket sales?

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Michael Rust

Coordinator, Database Marketing & Analytics

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Getting Started

• Understand your abilities

» Crawl, walk, run, jog, and fly

• Utilize the data that you have

» Don’t spend just to spend

• Do your research

» Invest in market research to understand your current position

• Look for the easy wins

Putting Data into Action

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Retain Existing Fans

• Utilize data sources to help with season ticket renewals

» Ticket scan information and entry times

• Determine your engagement strategies

» Start early and continue often » Vary messaging and touch points for effectiveness

• Results and improvements

» Incremental revenue gains » Renewal rate increases » Creating benefits with ticket utilization in mind

Situation: Season Ticket Renewals

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Grow Casual Fans

• Identify fan segments

» Purchase history, location, or a unique identifier » Create dynamic content that resonates and stretches

commitment

• Results and improvements

» 65% year-to-year revenue increase for single game on sale

period

» Campaigns to increase donation revenue and multi-game

packages

Situation: Individual Game On Sale

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Acquire New Fans

• Eliminate barriers and capture data on the purchase path

» Tools to use: Click to chat functionality and embedded forms

• Benefits of implementing

» Added customer service and point of contact for the fan » Additional tracking ability

• Results and improvements

» Higher conversion rates » Adding retargeting campaigns

Situation: Online Data Capture

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NACDA & Affiliates Convention

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