Jenny Scudamore explains the importance of good coding of ticketing data for generating management information
The ticket sales data held in your box office system is one of your most valuable resources – but only if you can interpret it. Do you know how many ‘performances’ on your system are actually programme sales, tests, or have no sales? Do you know how all your discounts are coded? Unless you’re a box office manager, probably not – and you don’t necessarily need to. What you do need is for your data to be organised in such a way that you can get the most out of it, and be confident that what you’re looking at is accurate, and says what you think it does.
Jenny Scudamore is Research Manager of Baker Richards, a consultancy specialising in marketing, pricing, research and analysis for arts organisations.
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