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Ticketmaster rolls out analytics service internationally

Tim Ingham
Ticketmaster rolls out analytics service internationally

Ticketmaster has launched LiveAnalytics internationally, a database that it says will enable venue, artist and team clients to laser target their marketing campaigns.  

LiveAnalytics was launched in the US in 2011 and Live Nation Entertainment’s International Ticketmaster team, based in London, has since customised the solution for International markets.

Built on the foundation of the firm’s international data warehouse, the firm calls LiveAnalytics 'a collection of rich analytics products that allow clients to better understand and engage with their customers'.

Available to clients in the UK now, the team will then roll out across other territories in 2013 with Sweden, Norway, Denmark, Germany and Australasia among the first phase.

LiveAnalytics will utilise data from Ticketmaster UK’s database of 11m plus fans who have attended a concert, show, game or theatre performance.

Overlaid with in-house and licensed demographic data, the solution will offer information on fan preferences, ticketing trends, industry benchmarks and other customised data to give artists, venues and teams unrivalled insight into how, where and to whom they can sell tickets and measure the effectiveness of marketing campaigns in order to optimise future campaigns.

The tools can also be used when brokering sponsorship opportunities and for providing insight into existing partnerships which proves valuable for brands that need to constantly justify a return on investment. 

“We are really excited to be launching LiveAnalytics and look forward to showing our clients how they can better connect with their fans and ultimately sell more tickets. By providing access to our rich and unique fan insight, LiveAnalytics brings a new level of service and knowledge to our UK client base,” commented Sophie Crosby, VP of Insight, Ticketmaster International.

“LiveAnalytics has become an essential part of our marketing campaigns as it forms the basis for how we talk to our customers and through what channels. In the past, we had to rely on past bookers’ demographics and we had to make some assumptions, but now we can delve further. The beauty of this data is that it takes the guess work out, it gives you data to get the job done,” said Jasmine Skee, Marketing Director, Live Nation UK.

 

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Tags: Ticketmaster, Live NAtion Entertainment, Liveanalytics

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