Analytics Overhaul for Better Decision-Making

Bass Performance Hall is permanent home to the Fort Worth Symphony Orchestra, Texas Ballet Theater, Fort Worth Opera, and the Van Cliburn International Piano Competition and Cliburn Concerts.

Although Bass Hall was collecting a ton of data they were having trouble discerning and needed a better idea of how to use the information being tracked. They found themselves making anecdotal or subjective decisions driven from preconceived notions.

An Adage Optimize engagement helped Bass Hall complete a once partial picture of their site visitors.

Increase in Page Views
50
Increase in Goal Conversion Rate
300

Analytics workshop and strategy leads to funnel transparency, increased conversions and funds reallocation.

Strategy Workshops

Adage began with a series of strategic workshops involving multiple roles and stakeholders within Bass Hall. The Adage-led workshops identified challenges and opportunities, narrowed down internal goals, and atomized the ticket buyer journey to fully understand the evolution of a single ticket buyer into a season ticket holder. The following solutions were implemented out of the workshop findings and Adage recommendations.

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Google Analytics Strategy

Adage implemented a rich Google Analytics strategy that allows Bass Hall to identify strengths to repeat and weaknesses to sturdy further. These include:

  1. Custom dimensions for in depth analysis of user groups and better understanding of how different audiences behave on similar paths.
  2. Easier-to-understand visualizations of user flows and goals funnels to understand where users are dropping off.
  3. Custom dashboards provide all users easy access to the information they are monitoring without the need for specialized training.

Reallocating Marketing Dollars

Bass Hall had hypothesized that they do not get many patrons from Dallas. After utilizing the new Analytics reporting functionality, they could easily see that 30% of users were from the Dallas area and defend an increase in ad spend for that area.

Site Visitor Interaction Analysis

Using heat maps in Lucky Orange, Adage could easily see how users interact with Bass Hall web pages. Finding that over 50% of users scroll through a minimum of 3 show previews on the home page was a clear indicator not to use a slider. Adage could also see that 77% of users abandoned form fill at the captcha and suggest removing the barrier.

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Find out how the Guthrie Theater offers an interactive digital experience on ANY device.

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