From Attendance to Action: Using Eloqua Attendance Tracking Data to Engage and Grow Your Audience

Attendance data can tell you much more than how many people showed up for an event.

Using Eloqua, Paciolan Marketing Automation clients have access to attendance tracking data that can help marketers better understand how individual consumers engage with their events over time. That information can be used to identify opportunities to improve the customer experience, re-engage underutilizing season ticket holders and create more targeted sales and upsell campaigns.

Whether you're in the middle of a season or planning for the next one, attendance behavior can help you deliver more relevant messages and identify consumers who may be ready for their next purchase.

During the season, attendance tracking can create opportunities in both customer service and revenue generation.

For example, if you're four events into a season and attendance is lower than expected, you can use the attendance tracking field in Eloqua to identify season ticket holders who have attended only zero to two games and proactively reach out and recommend options such as ticket transfers, exchanges or resale.

Instead of waiting until renewal time to discover that a season ticket holder hasn't been engaged, attendance data gives you an opportunity to address that behavior while the season is still happening.

Texas leverages Eloqua's powerful connection with Salesforce to create automated notifications in Salesforce once a season ticket holder misses a certain number of baseball games. Once those notifications are created, the ticket sales team would follow up with those fans to track reasons for missed attendance.

Attendance tracking can also become part of the fan experience itself.

Vanderbilt ties its baseball season ticket holder rewards program directly to attendance. By leveraging Eloqua's Landing Page functionality, Vanderbilt created a personalized central destination where fans could view their progress toward specific rewards throughout the season.

This is a great example of attendance data becoming more than an internal reporting metric.

In the offseason, individual attendance behavior can become a powerful tool for driving more targeted sales campaigns and identifying opportunities to move consumers into higher-value ticket products.

A single-game buyer who attended two or three events may be an ideal candidate for a mini-plan. Someone who attended nearly every event may be ready to make the jump to a season ticket membership.

Over time, these strategies can help create incremental revenue opportunities while building a more intentional pipeline for moving consumers from single-event purchases to mini-plans, and from mini-plans to full-season memberships.

When attendance data is incorporated into your segmentation and campaign strategy, every scan becomes another opportunity to better understand your audience and turn that insight into action.

Work with your Marketing Automation rep to set up attendance tracking ahead of your next season!