TicketCo Academy lecture · 45 minutes

How do you turn ticketing data into a useful next step for a fan? In this TicketCo Academy session, David Pansbo, Partner and Senior Advisor at Playmakers, works through the decisions behind segmentation, relevant communication and fan journeys. The lecture is for ticketing, marketing and commercial teams looking to connect the data they can use with the activity they can actually run.

Watch the lecture on TicketCo Academy

Start with the commercial decision

Choose the decision you want to improve before deciding which data to collect or connect. Inviting a first-time buyer back, encouraging a regular attendee to consider a season ticket and preparing for renewal are different tasks. Each needs a relevant fan group, a next step and a reason to act. The slides use this sequence to work backwards from a commercial priority to the data and activity required.

Use behaviour as a starting point, then consider context

First-time buyers and lapsed regulars may need different communication, even when they are considering the same fixture. Purchase and attendance behaviour can help identify those situations, but it does not explain the whole relationship. The lecture illustrates how one supporter can keep renewing while their reasons for attending change across life stages. A transaction record is useful evidence, but it is not a complete account of why someone follows the club.

Give the next action an owner and a measure

A segment becomes useful when it informs something the club does. Define the message, timing and channel, assign someone with the authority and capacity to run it, and decide how to assess the result. The lecture connects this work across email, lifecycle automation and paid social. It also distinguishes activity associated with a campaign from proof that the campaign caused it.

Four questions for your next home fixture

Choose one commercial priority and answer the four questions used at the start and end of the lecture:

1. Which commercial decision are we trying to improve?

2. Which fan group matters for that decision?

3. What should they do next, and when?

4. Who owns the action, and how will we know it worked?

Watch the full session

The 45-minute lecture is part of TicketCo’s Don’t Forget Your Tickets Academy. Watch it for the worked examples and the progression from building an audience to shaping demand and communicating relevant products.

Watch the lecture on TicketCo Academy