The Background
The NEC is the most well-known exhibition centre in the UK and one of the biggest in Europe bringing in over 1 million visitors per year with their concerts and sporting events. The Ticket Factory is a development of the NEC Group’s box office team, selling up to 2 million tickets every year enabling customers to book event tickets directly and acting as an alternative to traditional ticket agents.
The Challenge
NEC Group had identified a need for a robust web analytics solution, choosing WebTrends as the software that best met their requirements. The Ticket Factory would be one of the domains concerned, although being a complicated e-commerce site it presented a more significant challenge.
The Approach
Yard Associates were engaged by NEC Group to determine a comprehensive set of data capture requirements. This would allow the complicated processes present in The Ticket Factory domain to be accurately and concisely reported in the WebTrends Analytics environment.
Yard Associates performed a complete installation of both the analysis software and the data capture servers. Following this, Yard Associates configured a thorough collection of reports using the previously defined custom parameters, allowing the end users at The Ticket Factory to see the specific data that concerned them.
The Result
Several component domains within the NEC Group have their own analysis environment within the WebTrends software, but this was particularly important for The Ticket Factory.
The bespoke system provided by Yard Associates has provided insight on a set of very specific actions allowing the end user to accurately track the successes and failures of the domain, in the eyes of the customer. Based on these insights, changes can be made to the website to increase the conversion rate and give consistent success going forward.
