Audience Answers ticketing insights for organisations in Scotland

Audience Answers can extract data from your ticketing system and process it into a dashboard for your organisation, where you can quickly access key insights about your audiences.

These include topline sales figures (bookers, income, average yield), booker location, and the Audience Spectrum profile of your customers.

You can also compare your current audience data to a benchmark of similar-sized organisations, or track change by comparing to a past period of time.

All organisations in Scotland can access the Essentials ticketing insights package free of charge (usually £1440 annually), with the In Depth package substantially discounted. 

Connecting your ticketing system to Audience Answers could also support you with your audience reporting requirements for Creative Scotland or other funders; as well as opening up a world of insights to help you understand and develop your audiences.

Several ticketing systems can be connected to Audience Answers via an API link. Booker and transaction data is anonymised, then extracted and imported automatically into Audience Answers daily, ready for you to view in your dashboard.

We’ll need some initial information from you to set up this API, but once up and running, it won’t need any ongoing maintenance from you.

Compatible ticketing systems are:

•    Spektrix
•    Ticketsolve
•    Monad
•    Ticketsource

If you use one of these systems and would like to get set up, complete this form, and we'll be in touch.

If you’re not using one of the compatible systems listed above we are still, in many cases, able to upload your data into Audience Answers - allowing you full access to the same insights via your dashboard.

This may require a little more time commitment from you, as we would need you to download the data from your ticketing system, and then send it to us in a pre-specified format on a regular basis (usually quarterly). However, we’ll work with you to make this as straightforward and easy as possible.

If you would like to get set up, complete this form, and we'll be in touch. Please select 'other' when asked about which system you use. 

Unfortunately, a very few ticketing systems (notably Eventbrite) are incompatible with Audience Answers, either for automated extractions or manual uploads. This is because these systems do not collect the type of data we need during the ticket booking process. 

If Creative Scotland have asked you to sign up for Audience Answers ticketing, but your system is incompatible, we would advise you to collect the audience data you need for funder reporting via a survey instead.