Eventbrite Launches Analytics; Barcode Reader and Directory on the Way

Eventbrite, the 3-year-old self-serve online ticketing vendor, has built a nice service (and, by way of disclosure, one we use at the GigaOM Network through a long-term event partnership), with 3 million monthly uniques, 180,000 events organized and $176 million in total ticket sales to date. But the company’s contact with its event organizers typically only consists of facilitating advance transactions and emails, and its contact with attendees is much more minimal. So as it looks to expand, what with $6.5 million in new funding from Sequoia Capital under its belt, Eventbrite is trying to deepen those relationships while still being very useful and unintrusive (and not charging exorbitant Ticketmaster-style fees, thank goodness).

Eventbrite normally charges 2.5 percent of face value plus 99 cents per ticket sold, but more than 50 percent of the events in its system are free. One thing the company has put a lot of work into is driving ticket sales — at first by Google SEO, then by hooking into Facebook Events, and lately via Twitter. Today Facebook is driving 70 percent as much traffic as Google, according to Eventbrite co-founder Julia Hartz.

What’s next for Eventbrite?

  • Today it’s launching an event management toolset with a Google Analytics-style interface to show planners where attendees are being referred from, what their demographics are, when they show up at event, revenue generated over time and discount code usage. This will be available free to all event organizers, including those who run free events and don’t pay.
  • Around the end of the month, Eventbrite expects to launch a live barcode scanner device through a partnership with Trakkers, giving organizers a very, very simple and small Linux-based system for scanning tickets.
  • Next year the company plans to start publishing an event directory, to help end users find local and relevant things to do.
Sample Eventbrite analytics page
Eventbrite's actual sales