Why Data Matters untuk Event Organizer
"What gets measured, gets managed." - Peter Drucker
Tanpa data, Anda cuma tebak-tebakan:
- Marketing mana yang efektif? Tidak tahu
- Berapa conversion rate? Tidak tahu
- Customer dari mana? Tidak tahu
- ROI berapa? Tidak tahu
Dengan data analytics, semua keputusan jadi data-driven! 📊
The Funnel: Understanding Customer Journey
Before we dive into metrics, understand the funnel:
Awareness (10,000 people see your ad)
↓
Interest (3,000 click to website)
↓
Consideration (1,000 browse ticket options)
↓
Intent (500 add to cart)
↓
Purchase (300 buy ticket)
↓
Loyalty (100 come to next event)
Each stage has metrics to track!
15 Metrics yang Wajib Anda Track
Category 1: Marketing & Awareness Metrics
1. Reach & Impressions
What: Berapa orang yang melihat promosi event Anda
Formula:
- Reach: Unique users yang melihat
- Impressions: Total views (including repeat views)
Target:
- Small event (500 pax): 50,000 reach
- Medium event (2,000 pax): 200,000 reach
- Large event (10,000 pax): 1,000,000 reach
How to track: Instagram Insights, Facebook Ads Manager, Google Analytics
2. Engagement Rate
Formula:
Engagement Rate = (Likes + Comments + Shares) / Reach × 100%
Example:
- Post reach: 10,000
- Likes: 500, Comments: 50, Shares: 50
- Engagement Rate = 600 / 10,000 × 100% = 6%
Benchmark:
- Instagram: 3-6% is good
- Facebook: 1-3% is good
- TikTok: 5-10% is good
3. Cost Per Click (CPC)
Formula:
CPC = Total Ad Spend / Total Clicks
Example:
- Ad spend: Rp5 juta
- Clicks: 5,000
- CPC = Rp1,000 per click
Benchmark (Indonesia):
- Instagram: Rp500-1,500
- Facebook: Rp300-1,000
- Google Ads: Rp1,000-3,000
Category 2: Conversion Metrics
4. Website Traffic
What to track:
- Total visits: All pageviews
- Unique visitors: Distinct users
- Traffic sources: Organic, social, direct, referral
- Bounce rate: % yang langsung leave
Tool: Google Analytics (free!)
5. Conversion Rate
Formula:
Conversion Rate = (Tickets Sold / Website Visitors) × 100%
Example:
- Website visitors: 10,000
- Tickets sold: 300
- Conversion Rate = 3%
Industry Average: 1-5% (event ticketing)
Good: 5-10%
Excellent: >10%
6. Cart Abandonment Rate
Formula:
Abandonment = (Carts Created - Purchases) / Carts Created × 100%
Example:
- 500 people add to cart
- 300 actually purchase
- Abandonment = 40%
Industry Average: 60-70% (high!)
How to reduce:
- Simplify checkout
- Add payment methods
- Remove surprise fees
- Cart abandonment email
Category 3: Revenue Metrics
7. Total Revenue
Formula:
Revenue = Σ (Ticket Price × Quantity Sold)
Track by:
- Ticket tier (regular/VIP/VVIP)
- Sales phase (early bird/normal/last minute)
- Channel (website/WA/offline)
- Date (track daily sales curve)
8. Average Order Value (AOV)
Formula:
AOV = Total Revenue / Number of Orders
Example:
- Revenue: Rp150 juta
- Orders: 500
- AOV = Rp300,000
Ways to increase AOV:
- Bundle deals (2 tickets + parking)
- Upsell VIP upgrades
- Add merchandise
- Group discounts (buy 5 get 1 free)
9. Customer Acquisition Cost (CAC)
Formula:
CAC = Total Marketing Spend / Number of Customers
Example:
- Marketing spend: Rp50 juta
- Customers: 500
- CAC = Rp100,000 per customer
Rule of Thumb: CAC should be < 30% of ticket price
10. Return on Ad Spend (ROAS)
Formula:
ROAS = Revenue from Ads / Ad Spend × 100%
Example:
- Ad spend: Rp10 juta
- Revenue from those ads: Rp50 juta
- ROAS = 500% (or 5:1 ratio)
Benchmark:
- Break-even: 100% (1:1)
- Good: 300% (3:1)
- Excellent: 500%+ (5:1)
Category 4: Event Day Metrics
11. Show-up Rate
Formula:
Show-up Rate = (Actual Attendees / Tickets Sold) × 100%
Example:
- Tickets sold: 1,000
- Actually showed up: 850
- Show-up Rate = 85%
Industry Average: 70-85%
Why track: Planning catering, seating, logistics
12. Check-in Time Average
What: Berapa lama proses scan tiket sampai masuk venue
Target: <30 seconds per person
If slower:
- Add more gates
- Train staff better
- Upgrade scanner tech
13. NPS (Net Promoter Score)
Question: "Seberapa likely Anda recommend event ini ke teman? (0-10)"
Classification:
- 9-10: Promoters (will recommend)
- 7-8: Passives (satisfied but not enthusiastic)
- 0-6: Detractors (will not recommend)
Formula:
NPS = % Promoters - % Detractors
Example:
- 50% Promoters
- 30% Passives
- 20% Detractors
- NPS = 50% - 20% = +30
Benchmark:
- < 0: Poor
- 0-30: Good
- 30-70: Great
- > 70: World-class
Category 5: Post-Event Metrics
14. Social Media Mentions
Track:
- Event hashtag usage (#YourEvent2025)
- Brand mentions (@YourEvent)
- User-generated content count
- Sentiment (positive/neutral/negative)
Tools:
- Hootsuite
- Sprout Social
- Mention
- Google Alerts
15. Repeat Rate
Formula:
Repeat Rate = (Repeat Customers / Total Customers) × 100%
Example:
- This year: 1,000 attendees
- 300 of them attended last year too
- Repeat Rate = 30%
Why it matters:
- Cheaper to retain than acquire (5x cheaper!)
- High repeat rate = loyal audience
- Indicates event quality
Dashboard Setup: Tools & Platforms
Free Tools (Great for Starting)
Google Analytics
Track:
- Website traffic
- User behavior
- Conversion funnel
- Traffic sources
Facebook/Instagram Insights
Track:
- Reach & impressions
- Engagement
- Audience demographics
- Best posting times
Google Sheets
Create custom dashboard:
- Sales tracking
- Budget vs actual
- Daily reports
- Charts & visualizations
Paid Tools (For Serious EOs)
Tableau ($70/month)
Professional data visualization
Mixpanel ($99/month)
Advanced analytics with cohort analysis
Eventbrite Analytics (Built-in)
If using Eventbrite, comprehensive event analytics
Tiket WhatsApp Dashboard (Built-in)
Real-time ticket sales, revenue tracking, customer data
Setting Up Your Dashboard
Daily Dashboard (Check Every Day)
| Metric | Target | Actual | Status |
|---|---|---|---|
| Tickets Sold Today | 50 | 45 | ⚠️ |
| Revenue Today | Rp10jt | Rp9jt | ⚠️ |
| Website Visits | 500 | 650 | ✅ |
| Conversion Rate | 3% | 2.8% | ⚠️ |
Weekly Dashboard (Review Every Monday)
- Total sales vs target (cumulative)
- Marketing spend vs budget
- Social media growth
- Top traffic sources
- Best performing content
Campaign Dashboard (Per Marketing Campaign)
- Campaign budget
- Reach & impressions
- Click-through rate
- Conversion rate
- ROAS
- Cost per acquisition
Data-Driven Decision Making: Examples
Scenario 1: Low Conversion Rate
Data shows:
- Website traffic: High ✓
- Conversion rate: 1.5% (target: 3%) ✗
- Cart abandonment: 75% ✗
Analysis: Traffic bagus, tapi banyak yang tidak jadi beli
Action:
- A/B test checkout flow
- Add more payment methods
- Remove hidden fees
- Simplify form (fewer fields)
- Add trust badges
Scenario 2: High CAC
Data shows:
- CAC: Rp150K (ticket price: Rp200K)
- Marketing spend: Rp30 juta
- Customers: 200
Analysis: Acquiring customer too expensive (75% of ticket price!)
Action:
- Pause underperforming ads
- Focus on organic/viral content
- Implement referral program
- Optimize best-performing channels
Scenario 3: Low Show-up Rate
Data shows:
- Tickets sold: 1,000
- Actually attended: 600 (60%)
Analysis: 40% no-show = wasted capacity
Action:
- Send reminder emails (H-7, H-3, H-1)
- WhatsApp reminders
- Offer ticket transfer option
- Create FOMO with social media posts
- Oversell by 10-15% next time
Common Mistakes in Data Analytics
- ❌ Tracking too many metrics: Focus on key 10-15
- ❌ Vanity metrics: "10K Instagram followers" doesn't mean sales
- ❌ Not setting benchmarks: "50 sales" is good or bad? Need context!
- ❌ Ignoring data: Collect but never analyze = useless
- ❌ One-time check: Track continuously, not just at end
- ❌ No action: Data without action = waste of time
Kesimpulan
Data analytics is not optional anymore - it's essential!
Start with these 5 if overwhelmed:
- Conversion Rate
- Revenue vs Target
- CAC
- ROAS
- NPS
Track weekly, analyze monthly, improve continuously. Data-driven EOs are winning EOs! 📊🏆
Tiket WhatsApp dashboard provides real-time analytics untuk semua metrics crucial. Make data-driven decisions with confidence!
