The Dashboard Spy

October 26, 2006

Celtics Stadium Ticket Sales Dashboard – optimizing group sales through enterprise dashboards

Filed under: Dashboard Screenshots — dashboardspy @ 10:09 am

The ticket sales staff for the Boston Celtics has grown to over 20 something people from just 4 three years ago.  This with the team’s performance staying mediocre during this time. What gives? Take a look at the executive dashboard screenshot below. Sorry about the fuzziness, but it’s the best I can do. The original is shown in the front office of the Boston Celtics organization on a 40 inch plasma TV.  While I do my best at being a good Dashboard Spy, I couldn’t quite grab a screenshot from the computer monitors of the Celtics IT department. (I did once have free rein of the computers at Target Center in the Timberwolves office once, but there was a WWF event and I got chased off by a really huge guy with a shiny belt!)

Anyway, we have a really interesting dashboard today, as unclear as the screenshot is. The marketing department commissioned a ticket sales dashboard that shows in real time the seats sold for each game. They had wanted to do extensive analysis of ticket sales data, but their ticketing vendor, Ticketmaster, did not have a way to give the Celtics a real time view of which seats were filled.  Data was available only through excel spreadsheets with the usual delays. This hampered the sales effort. The marketing department wanted a way to enable the sales team to see in real time the ticket availability so that they could call back group ticket sales inquiries.  The ticketing sales dashboard was a big success. In the 2005 season, with performance of the team rather uneven, ticket sales were up 10%. The sales group was able to instantly service group ticket requests and proactively marketing games with low ticket sales. The underlying package for this enterprise dashboard is StratBridge.

Ticket Sales Dashboard

Homework: If you loves sports and IT, your idea of heaven is working on a system for the NBA. Send them your resume. I’m being told that this Boston Celtics tickets application was a trial and because it was so successful, it is being rolled out to the other teams. I’ll try to find out more. Better brush up on sports finance KPIs with these book on sports finance.

So who is the Dashboard Spy? No one really knows, but his growing collection of enterprise dashboard screenshots has captured the imagination of the executive dashboarding community. From excel dashboards and custom-built business scorecards, to xcelsius and flex-based visualizations, the dashboard screenshots at serve both as nuggets of inspiration and warnings of what not to do on an enterprise dashboard. These hits and misses will enlighten and entertain. Technology-neutral, and always business-driven, the Dashboard Spy website is the place to go to learn about the latest enterprise dashboard packages. Check out the Dashboard Spy’s latest recommended book, Information Dashboard Design: The Effective Visual Communication of Data.


  1. This is a great sample. Too bad Major League Baseball hasn’t caught on. I recently tried to buy two tickets for two games. Pick a section, submit, get rejected, pick a section, submit, get rejected. It took at least 40 minutes to get the job done … no wonder I don’t go to many games. All I wanted was to see where the unsold seats were so I( could make my best pick. Designers need to think about that.

    And, at the games, both nights, there were whole unsold rows in the (more expensive) seats I had originally tried to get … sad

    Comment by Dave Starr — October 26, 2006 @ 1:04 pm

  2. Last few posts have caught my eye too! I am looking for examples of excel dashboards. Or perhaps Xcelsius dashboards by Business objects. I just got a trial and want to see how a flash presentation layer will go over with the business users. Wish me luck.

    oh, I suppose you’ll want me to send you a dashboard screenshot for your blog. Stay tuned.

    Comment by Miles — November 22, 2007 @ 2:49 am

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