One of the advantages of having multiple sources of data centralized is the ability to see new insights that weren’t previously obvious, or easily accessible. Here, we see a good demonstration of that around visitation itself, across footfall and admission. New visualizations in Dexibit offer opportunity insights around integrity, assurance and attrition.
The first question that often comes up for many venues is the decision around how visitors are counted and by what method – for example, by ticketed admission, automatic footfall (for example, laser, thermal or camera sensors) or manual footfall (such as a hand clicker count).
Dexibit enables your organization to count visitors via multiple methods, then decide after the fact which is the ‘source of truth’:
- This includes additional settings to adjust which ticketed products should be involved in the business rules of this visitation count, if the source of truth is ticketed admission. Visualizations which display information on ‘visitation’ and related forecasts will then refer to this method, whilst analysis on the underlying data of each type will be accessible through the various footfall and admission visualizations.
- In addition, the venue’s opening hours can be set to limit visitation counts to those taken between particular times, days, or dates – for example, to ignore staff passing through automatic footfall counters outside of visitor hours.
- Or, scaling factors can be set – for example, to slightly suppress automatic footfall counts to take account for the fact these will count staff, non visitor guests and multiple entry visitors. Many venues frequently audit their primary visitation count method, particularly government institutions where visitation counts are used for funding purposes and must have a high degree of integrity. For example, if automatic footfall counters are used, the venue may spot check these using manual footfall counts from time to time, as a basis for setting and reviewing scaling factors.
Visualization 123 provides a side by side comparison of these visitation count methods so you can compare how they differ over time and identify any outliers.
Note that if a count method breaks on a particular day, or partially breaks (for example, if an automatic footfall counter has an outage), you can then refer to either an alternate visitation count method, or to your forecast visitation figure as a redundancy protector in this instance, and manually adjust or scale the appropriate figure to suit.
To set the source of truth, business rules, opening hours and scaling factors, refer to the Venue Management module on the left hand side menu.
When using multiple methods, such as both footfall (whether manual or automatic) and ticketed admission, the next question becomes how many visitors are coming to the venue and not paying for admission. This can be:
- Wayfinding related – for example, if it is easy to get into the venue without a ticket (or without realizing one is required)
- Procedure related – for example, if busy times overwhelm front of house and visitors are let in to avoid queues, or
- Policy related – for example, if a lot of visitors are let in free of charge
Visualization 88 provides a calculation of the admission assurance – the lost opportunity of a visitor not being sold a ticket. For venues with ticketed admission for general entry, this highlights a revenue assurance issue – lost revenue due to design, procedure or policy. For venues with free entry but ticketed admission for special products, this highlights the upsell opportunity – revenue growth opportunity through increased conversion.
Finally, any venue offering advance passes, whether free or priced, will experience a level of attrition. Particularly in the instance of free advance pass reservations, this attrition is likely to be high and variable. Understanding the level of redemption (pass holders who show up for the reservation) versus attrition (pass holders who are ‘no shows’) is an important element of offering advance passes. If the venue is operating at capacity, this can be used to issue overage, where more tickets are made available than capacity limits, with the expectation a level of visitors will not show (Dexibit also has a forecasting model available for prediction attrition for this purpose). If the ticket in question is a paid product, this can be used to consider the profitability calculations of online sales. Dexibit also enables your organization to analyze sold or scheduled versus redeemed tickets, then decide after the fact which status is the ‘source of truth’ for ticket counts.
Visualization 119 provides analysis of the redemption versus attrition rate over time for advance passes. Additional analysis of these status types is available through visualizations 135 and 136.