Contextual Data, Part 1 - Boosting Conversion Rates
1/31/19
You may or may not already know about “contextual data.” It’s all the additional data points that provide color commentary to a measurement.
When sports commentators note the wind speed and wind direction associated with Olympic sprinters’ race times, they’re using contextual data. The 47 extracurricular activities tacked on to a college applicant’s GPA and test scores? Contextual data.
So what and where is this data for Broadway ticket buyers and theatergoers?
A great source of contextual data are integrated messaging tools, like our partners at BROADWai, that allow people to tell a site what they’re looking for. People often provide more context within a message inquiry, so instead of just a clicking on a “Get Tickets” button, they’ll message, “I’m looking for two tickets in March for my 10th Anniversary.”
Now we know the basics—two tickets for a March performance—but we also have a contextual data point. Since an important event is prompting the purchase we can predict a couple things: it’s more likely they will want to purchase far in advance, and they are more likely to want better seats (and a higher price point) compared to the average buyer.
With that important info, we can provide a highly targeted offer, shorten the purchase search timeframe, and convert the inquiry at a higher rate.
That’s a very straightforward way in which BROADWai’s contextual data can help increase conversions for Broadway tickets. In Part 2, we’ll discuss how to leverage this added information about our customers to provide a better all-around experience for them.
For more information on The Shubert Organization, visit www.shubert.nyc.
When sports commentators note the wind speed and wind direction associated with Olympic sprinters’ race times, they’re using contextual data. The 47 extracurricular activities tacked on to a college applicant’s GPA and test scores? Contextual data.
So what and where is this data for Broadway ticket buyers and theatergoers?
A great source of contextual data are integrated messaging tools, like our partners at BROADWai, that allow people to tell a site what they’re looking for. People often provide more context within a message inquiry, so instead of just a clicking on a “Get Tickets” button, they’ll message, “I’m looking for two tickets in March for my 10th Anniversary.”
Now we know the basics—two tickets for a March performance—but we also have a contextual data point. Since an important event is prompting the purchase we can predict a couple things: it’s more likely they will want to purchase far in advance, and they are more likely to want better seats (and a higher price point) compared to the average buyer.
With that important info, we can provide a highly targeted offer, shorten the purchase search timeframe, and convert the inquiry at a higher rate.
That’s a very straightforward way in which BROADWai’s contextual data can help increase conversions for Broadway tickets. In Part 2, we’ll discuss how to leverage this added information about our customers to provide a better all-around experience for them.
For more information on The Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.