7 powerful ways to use event data analytics to boost cultural events

So, you’ve collected some data from your recent events – great! That’s loads of valuable insights into how you can increase attendance and customer experience. But are you making the most of it? 

Whether you're running a music festival, opera house, museum or gallery, your event data holds enormous potential. With the right tools and strategy, it can help you improve engagement, sell more tickets, and deepen audience relationships in cultural events. 

Here are seven impactful ways to use your event data analysis more effectively. 

Many venues still price by rows - front is premium, back is cheaper. But your audience’s actual preferences might tell a different story.

Using data visualisation tools like heatmaps, you can identify “hot zones” of demand. Adjusting prices based on real purchase behaviour can increase both accessibility and revenue. 

A CRM isn’t just a database; it’s a strategic event measurement tool. 

Austria’s largest state theatre group, Bühnen Graz, integrated a cloud-based CRM that links directly with ticketing and feedback platforms. This allows for: 

• Real-time data sharing 
• Granular audience segmentation 
• Tailored communications based on behaviour, history, and demographics 

With structured data, you can move beyond generic newsletters and build sophisticated email journeys, such as: 

• Welcome sequences 
• Event reminders 
• Cart abandonment nudges 
• Feedback requests 
• Reactivation flows 

Using their event data analytics, Bühnen Graz is sending over 1.5 million automated emails a year - and growing. 

Bühnen Graz partners with local transport to send personalised transport tickets based on event and date. It’s convenient, smart, and adds real value to the visitor experience. 

Think beyond the show: What else can you offer that complements the event journey? 

Don’t let audience feedback gather dust. Use it to: 

• Train AI models to understand tone and sentiment 
• Refine marketing campaigns 
• Improve future programming 
• Enhance segmentation 

Feedback isn’t just about evaluation - it’s a tool for continuous improvement. 

AI is already changing how events are marketed and managed. Here’s what’s possible:

• Classify shows based on how audiences describe them 
• Predict when someone may unsubscribe or disengage 
• Recommend events based on similar user behaviours 

The technology is here - what matters is how you apply it. 

Three tools presented in the recent SECUTIX webinar highlight what’s already available: 

• Get It AI: A conversational shopping assistant being adapted for cultural ticketing 
• Moin AI: A chatbot designed for deep integration with backend data 
• Eleven Labs: Enables multilingual voice bots with voice cloning for immersive audience interaction 

Now is the time to explore, test, and scale what works. 

Here’s how Bühnen Graz are using the SECUTIX event ticketing platform to conduct event data analysis at scale: 

• Transitioned to real-time CRM and ticketing platforms through the SECUTIX S-360 ticketing platform 
• Automated personalised email journeys for every stage of the visitor lifecycle 
• Embedded post-show feedback collection into the marketing loop 
• Integrated public transport tickets to enhance the customer experience 
• Built AI-enabled workflows for show analysis and customer retention 

The impact? More relevance, better engagement, and a marketing strategy that adapts over time. 

The problem is, many ticketing providers keep data locked away. Which is bad because cultural institutions need it to survive – and thrive – today. 

Unlike traditional ticketing providers, SECUTIX puts the power of customer insights directly in the hands of organisations. By giving access to real-time, in-depth data, SECUTIX helps you optimise marketing, understand your audience, and fine-tune your offerings.  

Whether it’s personalising communications, adjusting pricing strategies, or creating tailored experiences, SECUTIX ensures your decisions are based on real insights, not guesses.