By Alfred Branch, Jr. Continuing its efforts to provide ticketers with comprehensive data, ticketing analytics company StratBridge this week announced it is teaming up...

By Alfred Branch, Jr.

Continuing its efforts to provide ticketers with comprehensive data, ticketing analytics company StratBridge this week announced it is teaming up with Shubert Ticketing to give Broadway theaters the ability to generate research and other reports to help improve ticket sales.

Specific financial terms of the deal were not disclosed, but StratBridge is linking its StratTix analytical software system with Shubert Ticketing’s STAR ticket selling program and allow theater operators to access data over the Internet.

The deal comes hot on the heels of a similar arrangement that StratBridge made withTickets.com that allows the venues it serves to perform extensive analytical forecasts and projections on different statistical data relating to ticket sales and trends. . .

StratBridge founder and CEO Matt Marolda believes Broadway shows present “a unique ticketing challenge” for his company. “They have so many performances – as many as 400 a year – and need to make sure their sales average meets or exceeds profitable levels throughout the course of the year. Together, Shubert Ticketing and StratTix provide the details the shows need, in a format that makes sense, so they can better identify slower sales periods and slower moving seats and develop strong promotions to keep sales on the mark,” he said in a prepared statement.

Shubert Ticketing’s STAR software program provides raw sales and other data that StratTix software crunches the information to give theaters reports from a macro and micro perspective. It can also help track the results of various marketing and advertising campaigns, in addition to assisting in the determination of ticket prices.

“With eight performances a week and productions running for years, Broadway shows have to analyze an extraordinary amount of sales data,” David Andrews, vice president of Shubert Ticketing, said in a prepared statement. “Our clients needed to be able to display that information in a more meaningful, intuitive way. By integrating StratTix with the STAR System, venues now can see graphic interpretations of real-time information in easy-to-read charts, allowing them to act more quickly to increase sales and stabilize seasonal fluctuations.”