In the beginning, there was the ticket. Such a phrase could describe many periods of sports history. From the construction of the Colosseum in ancient Rome, tickets have assumed a central role in building exclusive, profitable, and management sporting experiences. As sports became increasingly professional in the 20th century, ticketing systems evolved significantly to accommodate commercial needs. Ticketing did not simply follow the development of sport but drove it forward. Without ticket revenues, athletes could not be paid, and participation at the highest level of sports would be reserved for a limited pool of amateurs.
The evolution of ticketing in the digital age
Ticketing's contribution to sport is not over. In fact, as sporting institutions uncover new demands and challenges, ticketing is once again ready to provide innovative and transformative solutions. One key way in which this occurs is through quality data delivery, a crucial element of any sporting organisation's digital transformation strategy.
Why data matters in sports digital transformation
Now more than ever, data is central to effective management of a sporting organisation. Understanding who your fans are enables an enhanced customer experience, while learning about their spending habits and preferences unlocks valuable commercial opportunities. Most importantly, data plays a foundational role in a wider digital infrastructure, encompassing every element of the customer experience. The end goal for many organisations is the creation of a comprehensive digital ecosystem, with data being collected at every touchpoint, and combined centrally for an informed decision-making process.
Putting digital ticketing first
If gathering data is so valuable, then what makes digital ticketing so useful? Quite simply, digital ticketing provides accurate, detailed information on matchday fans, and does so in an unobtrusive and cost effective manner. But not all ticketing solutions are made equal. With Tixserve's solution, event organisers gain configurable insights on their most loyal attendees and can access data records at a glance with user-friendly dashboards. Tixserve's digital tickets also contain tracking links, allowing event organisers and sponsors to gather insights on user behaviour in real-time. In all, digital ticketing provides an excellent first step in creating an up-to-date database on a fanbase and its activities.