Last week’s survey asking readers if their organization uses cross-domain tracking generated some very intriguing results in that the topic generated very little interest.
The survey produced a whopping (#sarcasm) nine replies.
This came as quite a surprise as the low engagement level runs contrary to both anecdotal evidence and a similar survey I conducted with my Venture Platform users.
Marketing and box office professionals have a very high degree of interest in tracking ticket buyer behavior across every part of the online purchase process. The reasons are straightforward: if you know which patrons respond to an online ad or event web page but you have no idea if they converted into a ticket sale, there’s no reliable way to determine how effective your marketing campaigns and site designs are.
Anecdotally, I find arts managers tend be very interested about cross-domain tracking but most readily admit they have next to no idea about how to start the process or what it involves.
Among my own Venture Platform users, most have a similar degree of questions about the process but there was a 100 percent response rate for the interest level survey and universal agreement on the value of cross-domain tracking and learning about implementation.
Among the handful of those who replied to the survey here, the majority indicated they do not currently utilize cross-domain tracking while interest levels in implementing a solution are high.
Moving forward, we’ll revisit this topic again but until then, if you’re an executive or a board member, ask your marketing and box office directors if your organization uses an off-site ticketing provider and if so, are you using cross-domain tracking.