Article : Arenametrix and SECUTIX: perfect synergy between CRM and ticketing to transform the audience experience

Arenametrix and Secutix: perfect synergy between CRM and ticketing to transform the audience experience

Working hand in hand for the past ten years, theArenametrix and SECUTIX are continuing their collaboration to give sports and cultural event organizers access to unique, accurate data to enhance the experience of their audiences.

Throughout their purchasing journey, fans, spectators and festival-goers provide data that is a goldmine for marketing and communications teams, and which can be exploited thanks to the connection between Arenametrix and SECUTIX. When a ticket is purchased, for example, the ticketing tool sends the data in Quasi Real Time (qTR, 5 to 15 minutes after it is created); this data is then received and integrated into Arenametrix at the most strategic moments to optimize the customer journey.

Arenametrix - Secutox connection diagram

Thanks to the new API recently implemented, more data can be collected, including Structures and Access Control data. As a result, the following information is now integrated into the Arenametrix tool.

  • Personal data : correspond to Contacts (B2C) and Structures (B2B). This includes, for example, surnames, first names, company names, e-mail addresses, telephone numbers, postal addresses, etc.
  • Transactional data: i.e. everything sold via SECUTIX, primarily tickets (performances, subscriptions, donations, etc.) but also merchandising and services. This data provides additional insight into the context of purchases (timing of purchase, number of tickets, etc.).
  • Access control: every time a contact scans a ticket, attends a show or a match, the data goes back into Arenametrix, enabling in-situ communication, attendance analysis and no-show management.

Integrated data is perfectly ISO-compliant, i.e. there is no difference between the data collected and transmitted by SECUTIX and that integrated on Arenametrix.
This opens up a wide range of uses for customers, who can use this information to optimize their visitors' experience.

The collaboration between Arenametrix and Secutix gives event organizers unique access to a rich, granular set of data to enrich the links they wish to forge with their audiences. The benefits of combining CRM expertise with the SECUTIX ticketing system include :

  • Centralize customer data in a single repository,
  • Track the lifecycle of tickets by tracking their status (sold, cancelled, refunded),
  • Segmentation of different audience types according to the specific properties of the contacts in the database (age, gender, last purchase, etc.) or events (artists, musical genre, match opponent, etc.),
  • The recovery of consent to communicate effectively (email & SMS) while respecting GDPR,
  • Send targeted communications and set up marketing automation scenarios from the Arenametrix platform,
"Until recently, we used the marketing automation module to send pre-show emails the day before the show. Now, with the Quasi-Real Time connection, we can collect sales data from the day of the show, just a few hours before the start of the performance, and adapt and send our pre-show message to the spectators of the day. In this way, we hope to improve the customer experience and the quality of information.
Grand Théâtre de Genève

SECUTIX and Arenametrix are also working with the Montreux Comedy Festival, the Institut du Monde Arabe and the Orchestre de Chambre de Lausanne. Just like these venues dedicated to culture, music and live performance, unlock the potential of your data!

Arenametrix supports players in the world of sport and culture in their digital transformation by centralizing the data sown along the customer journey (ticketing, website, access control systems, cashless, satisfaction measurements, etc.). Easy to use, the CRM platform gives you a precise view of your audiences, enabling you to build and activate high-impact relational strategies.

  • Target new audiences,
  • Diversify the different profiles within your audience,
  • Improve audience loyalty,
  • And increase your income!

SECUTIX is the market leader in digital solutions for events, culture and leisure.

Thanks to an open, seamlessly integrated cloud platform, SECUTIX offers businesses total control through a suite of tools for selling tickets, products and services; engaging, analyzing and understanding audiences; securing operations; and optimizing the spectator and visitor journey through a 100% digital experience. SECUTIX has numerous references worldwide, including sports federations and professional clubs, stadiums and concert halls, museums, live performance organizations, leisure parks and festivals. Its emblematic customers include the Opéra national de Paris, the Centre Pompidou, the Paléo Festival, the Philharmonie de Paris, the Stade de France and many others.

The SECUTIX suite of state-of-the-art solutions includes S-360, TIXNGO and OXYNADE.

For more information, please visit the website

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Solène Jimenez

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