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 2

Panelists Leigh Wojtkiewicz - Spectra » Product Manager Erika Gunerman - Turnkey Intelligence » Director, College Sports Michael Rust - Miami University (OH) » Coordinator, Database Marketing & Analytics 3

Leigh Wojtkiewicz Product Manager 4

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 5

Understand Analytics & Data Science • Know where your organization falls in the Venn diagram (capabilities) • Align the questions being asked with where the organization falls in the diagram • Know where your question falls in the Venn diagram Image courtesy of Data Science Insights – Dr. Jerry A. Smith 6

Know your Role(s) Image courtesy of Juice Analytics 7

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 8

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: ??? 9

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 10

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? 11

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? 12

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! 13

Does your organization have a dedicated data analytics specialist? 14

Erika Gunerman Director, College Sports 15

First Step: Clean Data To ensure data is actionable, start with a clean, complete set of information.  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; opportunity for new sales & donations. 16

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. 17

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: Acct ID: • Drill down to account-specific issues: 658715 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.” 18

Goal: Retain Current Buyers 19

Goal: Identify New Opportunities within Current Database  Profile Ticket Buyers » Identifying commonalities enables you to more accurately ID existing accounts with purchase/upgrade potential. 20

Goal: Identify New Opportunities within Current Database  Identify key demographic differences between buyer groups Season Ticket Holders Single Game Buyers 21

Goal: Identify New Opportunities within Current Database  Utilize household-level categorization » Elements like PersonicX (70 segments, 21 lifestyle groups) provide additional information about buyer groups, help differentiate segments. Single Game Buyers Season Ticket Holders 22

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 23

Does your organization harness data from your ticketing system to feed your sales team and increase ticket sales? 24

Michael Rust Coordinator, Database Marketing & Analytics 25

Getting Started Putting Data into Action  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 26

Retain Existing Fans Situation: Season Ticket Renewals  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 27

Grow Casual Fans Situation: Individual Game On Sale  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 28

Acquire New Fans Situation: Online Data Capture  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 29

NACDA & Affiliates Convention 30

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