Data goldmine with APIs in the ticket store
The SIXX PAXX combine aesthetics, sound and light in a unique tour. The data strategy pursued by the team is also unique. Sebastian Corsten, co-owner of the show, has developed and constantly refined it.
SIXX PAXX
Data collection in the ticket shop
Insights in the CRM system
Use of up-selling & marketing
“For me, egocentric Systems means freedom in programming, open collaboration and great data exchange.”
BACKSTAGE WITH SEBASTIAN
“Data is the new gold” for communication with potential guests, established fans and everyone in between. The SIXX PAXX team shows how a smooth data exchange can be set up from the ticket sales start and how the data basis can be used to increase sales. A day behind the scenes of the hottest show in Europe.
Data collection in the ticket shop
Insights in the CRM system
Use of up-selling & marketing
Data collection in the ticket shop
Every visitor to the ticket store gives an indication of what they like and what they don’t like. The information from the sales helps the SIXX PAXX team to better understand their fans and respond to their needs. And to do this, they wanted to “…do things differently, present them differently, ask the customer for information differently.”. They were unable to meet this requirement with previous ticket portals. There was hardly any access to data records, apart from sporadic information such as an email address or a name. But these hardly provide any insights into purchasing and visiting behavior.
With a white label ticket store, the SIXXPAXX team came a huge step closer to meeting its requirements. The solution from egocentric Systems, consisting of an online ticket store and a powerful event manager, offers the necessary control and full insight into all data. This data can be processed and evaluated directly in the integrated CRM or forwarded via APIs (programming interface for simple data transfer between systems).
The advantages of an independent ticket store are ultimately reflected in the sales figures: “In the beginning you sold 1/3 of the tickets from the tour and now you sell 2/3, sometimes even more. But as a rule, we sell 2/3 of the ticket contingent via our site with you,” says Sebastian.
Insights in the CRM system
SIXXPAXX works with several systems to process the information collected from the data records. This includes not only findings from the online ticket store, the company’s own app and associated services, e.g. the merch store, but also marketing information. This creates a comprehensive tracking environment that makes it possible to use the database to gather insights into visitor behavior. As Sebastian puts it: “There are repeat buyers, one-time buyers; who is this, where does he come from, how old is he, in which category does he buy, how often does he buy in the category?”.
Sebastian and his team then create interest groups in the CRM system based on the desired parameters, e.g. place of residence, gender or ticket category. These form the basis for further marketing campaigns or provide feedback on whether a strategy is working well or needs to be optimized. In this way, tracking also confirms the success of a business decision or shows if something is not working well.
Use of up-selling & marketing
“The concentrated load of knowledge about their fans serves the one purpose of making the SIXX PAXX offer more visitor-oriented and thus being able to predict the success of a new article or a new show. To make this work, Sebastian and his team form so-called “segments” in their target group. These are groups of contacts who have a common interest, the same place of residence or have attended the same SIXX PAXX event. The segments are then targeted with campaigns that match their interests, e.g. special discount campaigns that are advertised by email or social media ads that are only displayed in a specific region.
An advertising measure can already start in the ticket store by placing products matching the ticket through cross-selling. This works really well in the SIXX PAXX ticket store: “Of course there is the cross-selling option in the store to book a Meet&Greet or a backstage tour after making a selection in the seating plan. Or in future there will be shirts with the code from the tickets directly on them.”
Thanks to a ticket store that supports the tracking ambitions of SIXX PAXX, the event is drawing an more accurate picture of its target group and has an increasingly well-founded basis for making more promising or resource-saving business decisions.
Also support your event brand with a trackable ticket store
Contact us and we will be happy to show you other possible uses for our white label ticketing system.
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