The events in your MarketHype are automatically imported via the integration with your ticket solution system. The event feature allows you to analyze sales and customers' demography for each event individually.

Click on Sales → Events in the main menu to find your events.

From the start, the general view gives you a glance at some of your upcoming events. Each event card shows the event name, date, venue, and how many sold tickets (both in numbers and percentage). The events are always sorted according to the date by default. This can be changed to the right where you see the Date⬆ sign.

Upcoming and past events are separated. To look at past events, click on Passed next to Upcoming.

💡 You can easily filter among events based on event tags or use the search field.

The event data is frequently updated up until the event takes place:

After an event has taken place, the updates will stop. We then freeze the customer demography, segments, sales figures, etc., so you can always return to it.

This means that if you create a segment in MarketHype or add an event tag in your ticketing solution system, those will match upcoming events, not passed ones.

If you wish to add event tags to passed events, you can do it directly in MarketHype via Actions → Edit tags when entering that specific event. Or, you can select several event cards from the event overview by clicking in the top-left corner of each card, and three icons will appear at the bottom where the second option is Edit tags.

It is not possible to add a segment or picture to a passed event.

When entering one event, you will have four main categories to analyze - Sales, Customers, Segments, and Campaigns. At the top-right corner, you will find the button Filter that will allow you to exclude free tickets or season tickets.

ℹ️ If you are working with event tags, you will find those underneath the event name.

This is where you get an overall sales view for the event. Find out the total number of tickets sold and your top sales channels, or let the activity heatmap tell you what days of the week and hours of the day your customers are the most active buying tickets, etc.

In the sales chart, you can toggle between tickets and revenue. The blue bars show the number of season tickets sold or revenue per day, while the green line shows accumulated tickets or revenue (up until and including each day).
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Tickets and the last 30 days are set by default, but you can change this at the top left corner of the chart. The timespan can be modified to the previous 30 days, the last 90 days, the last 180 days, and from when the sale started.
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You can modify the shown timespan underneath the chart. Move the circles towards each other to narrow the dates further and get a better look.

This is where you get to know the event customers. How many are they, and where are they from? Age, gender, etc.

ℹ️ The location map shows you where your customers come from, not where they were based when making the ticket purchase.

Here you find which segments all the events customers fit into. These are based on the segments you've created under Audience → Segments. Note that one customer can be part of several segments or not even one. Therefore, they don't have to add up to 100%, but they can also add up to more than that altogether.

As we mentioned earlier in this article - segments are updated once a day, and events up until the event occurs. If you create a new segment, it will be part of an event the day after. However, new segments will not be part of passed events since we freeze them after the start date.

For example: Let's say you create a segment on December 2nd based on an event tag that 10 of your events have. This segment should match all ten events, but 4 of those events took place before December 2nd, which means that your new segment won't be part of those since they are frozen.

ℹ️ Not working with Segments yet? Read this article to get started.

If you have selected the event to participate in one of your campaigns - that campaign will be visible here.

You might want to communicate with your event customers for many reasons. Welcome them before the event through an Automation, or maybe the event got canceled or rescheduled.

You can communicate with one or several event customers straight from the Sales view in MarketHype.

From the Event overview

By selecting one or several event cards at the top left corner, five icons appear at the bottom page, where the two icons to the right, open an SMS or an email.

Inside a specific Event

When entering a specific event, you find a Message button at the top right corner. Click on it to choose whether to send an email or SMS.

Automations need something to be triggered on. Therefore you need to prepare your events with one of two steps to be able to communicate with your event customers this way:

You can learn more about automations here.

Thanks to the audience filter, you can communicate with the customers through regular email dispatches. If you wish to send a message to all customers for an event, you do this by using the Should Include block in the filter:

Should include → Orders → Add condition → Order item: ticket → Describe item → Event

ℹ️ Customers who bought season tickets will not be picked up by the filter. They are only included in automations. To read more about season tickets, click here.

Automations will only pick up the email address used when making the order. While in regular email dispatches, all email addresses on the customer's contact card in MarketHype will be picked up as a recipient. Therefore, the recipients for an email dispatch might have more recipients than actual event customers.