A two-phase plan : Data analysis and goal definition
Data analysis included several sources. First, data associated with contacts, i.e. the total volume of the contact base, its growth rate, and qualification data for each contact. Second, sales data related to channels, games, audience types and so on. The SecuTix team also broadened the analysis to include data from other digital platforms, specifically social websites plus the club’s own website and mobile app.
The data produced a number of insights, such as a game relevance index influenced by the day of the week, championship position (opponent ranking/points), sales model popularity by audience type, and the fact that the majority of last-minute tickets are purchased through the ticket office.
Based on these findings the SecuTix Marketing Services team pinpointed three key areas for optimisation.
- Grow the contact base by converting fans from the Facebook page to contacts and reducing anonymous sales.
- Increase attendance rates regardless of opponent or match day by contacting the right audience segments at the right time.
- Boost revenue by developing new ticketing products.
Having validated the areas for optimisation, LHC entrusted the implementation of the action plan to SecuTix Marketing Services.
The plan ran throughout December 2016.