It has signed up Venue Solutions, a provider of intelligent business solutions for stadiums.
The system is designed to give an accurate, single vision of the ticketing system at Murrayfield and to provide the marketing and management teams with almost instant, effective analysis and data mining at any time and from any location.
The SRU currently has more than 100,000 records on its system that are used as a basis for marketing strategies.
Until now it has focused on single channels, rather than being able to cross reference different records to find trends and common details, which the new solution allows.
