Loyalist × DICE
A ticket buyer gives their name and email to buy, so DICE is one of the few things a venue runs where the audience identifies itself. Those buyers, what they paid and which artists they came for arrive in Loyalist as guest records.
How it works
A venue that puts on shows usually knows its bar takings and nothing about who was in the room. DICE is the exception, because buying a ticket means handing over a name and an email address. Orders come into Loyalist with the buyer behind them, what the ticket cost, and the event it was for, including the artist and the genre. Returns and transfers come through as well, which matters because the person who bought the ticket is often not the person who turned up.
Key benefits
- Ticket buyers arrive already identified. Name and email come with the order, so a show audience becomes guest records without any of the matching a dining room needs.
- What somebody came to see is on their record. The artist, the genre and the event sit with the order, so a venue can tell the people who come for one kind of night from the people who come for another.
- Transfers show who actually attended. A ticket passed to somebody else is a second person worth knowing, and the venue would otherwise only ever see the buyer.
- Ticket spend and bar spend describe the same person. Somebody who comes to four shows a year and drinks well at each is one relationship, and it is invisible until the ticket and the check sit on one record.
- Audiences can be built by artist or genre. The people who bought for one act are a far better list for a similar booking than everyone who has ever attended, which is the difference between announcing a show and filling it.
Frequently asked questions
Does a ticket buyer become a guest record?
Yes, and a well-identified one. Ticketing is unusual in that the audience hands over contact details as part of the purchase, so these records need none of the reservation matching that dining-room spend depends on.
What happens when a ticket is transferred?
The transfer comes through, so the venue can see that the buyer and the attendee differ. For gifted and resold tickets that is the difference between marketing to the person who paid and marketing to the person who came.
Can I market by artist rather than to the whole list?
That is the most useful thing here. Because the event carries its artist and genre, an audience can be the people who bought for a particular act or a particular kind of night, which is a far more likely list to convert than the venue’s full database.
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