SPORTS BUSINESS ANALYTICS & TICKETING CASE STUDIES FROM THE PROS

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SPORTS BUSINESS ANALYTICS & TICKETING

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© 2013 Ticketmaster LLC 2

Industry experts, research and statistics teams + database engineers and

strategy consultants

Seamless, accessible data and analytics through

existing CRM or Ticketmaster systems

RESOURCES

INTEGRATION

Ticketmaster’s unique live event transaction database + 3rd party data

source

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GLOBAL MONTHLY UNIQUE ONLINE VISITORS EVENTS TICKETED SPORTS TICKETS PROCESSED ECOMMERCE SITE ON THE WEB GLOBAL CUSTOMER DATABASE RECORDS

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© 2013 Ticketmaster LLC SPORTS TICKETS GO UNSOLD UNCAPTURED REVENUE

Note: From TM Data analysis ‘Summary of Distressed Inventory’

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IN SECONDARY TICKET SALES IN US PER YEAR OF SECONDARY SALES FOR SPORTING EVENTS

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Network analysis and visualization tools to identify broker ‘rings’ – allowing client to consolidate and more efficiently manage accounts,

offer more accurate incentives and combat scalping

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© 2013 Ticketmaster LLC 8

NFL case study

Using attendance, secondary prices, fan demographics to understand relative value of sections, price/value disparities, and scaling opportunities

Middle Lower End Zone Upper Front Upper Rear Club

1.Establish relative value of section using secondary resale price.

2.Estimate the primary market value (i.e., building algorithm to convert secondary resale price into primary market price).

3.Compare primary market price with estimated market value for pricing disparities.

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Evaluate Fan Database to determine acts/artists for which fans have greatest affinity to assist in booking and marketing decisions

NBA case study

Big Time Rush

Black Sabbath

Bob Seger

Brantley Gilbert

Bruce Springsteen and The E Street Band

Bruno Mars Dave Matthews Band

Depeche Mode Drake Elton John Jimmy Buffett Kings Of Leon Luke Bryan

Mumford & Sons Muse

Pearl Jam

Rihanna

Romeo Santos

Sigur Ros

The Black Keys

The Killers Tim McGraw

Tom Petty & The Heartbreakers Usher Victoria Justice 0 25 50 75 100 0% 25% 50% 75% 100% T ic k e t Sa le s Sc o re

Percentage of Customers with High Affinity to Artist

Spurs Season Plan Buyers

Season Plan Buyers Single Buyers All Venue Buyers

Other Venue Events Buyers

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SENIOR DIRECTOR BUSINESS STRATEGY AND

OPERATIONS

MARCH 2013

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Need to Create Effective Tools for Analysis

Determine what data is relevant Access data in usable format Platform to bring it all together

Solution works within framework for all organizational

systems

Large amounts of data across various sources

Ticketmaster, CRM, Concessions, Fan Loyalty

Lack of integration of many disparate systems

Too many Excel spreadsheets

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© 2013 Ticketmaster LLC

Comprehensive Ticket Sales Strategy

Ticket Buyer Life Cycle

Utilize Consumer Prospect Model Lead Management Strategy

Meaning in Data

Define raw data

Focus on immediate and long term usefulness

Utilize technology platforms to maximize efficiency

Data Warehouse & Business Intelligence (BI) Existing CRM structure

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Ticketing Finance Corporate Partnership Marketing Exec Office Analytic Tools Gameday (retail)

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© 2013 Ticketmaster LLC

Business

Development (BI) Cube & Excel

Employee Dashboards

& Intranet

External Tools for

Customization

CRM & The Ticket

Sales Process

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Integrate Data Warehouse & CRM

Create Customer Life Cycle Focus on Meaning & Utility

Integrate Additional Systems

MLBAM; Loaded Tickets; Fan Loyalty

Utilize Analysts

Analysts hired to manage processes

Integrate Live Analytics & CRM

Utilize TM’s Live Analytics Prospect Model Demographics and Predictive Purchases Creation of Outbound Lead strategy

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© 2013 Ticketmaster LLC

Spend per Event on Ticketmaster.com

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CRM remains primary consumer based tool

Improved understanding of our market and

opportunities for growth

Direct links between LiveAnalytics & Strategy

Foundation for Ticket Sales Marketing Strategy

Creation of a 12 month plan for outbound ticket sales

and lead management

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ANTHONY PEREZ

VICE PRESIDENT OF BUSINESS STRATEGY

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How we use Live Analytics tools

Case Study: Single Game Yield Management

How we use Live Analytics data

Case Study: Prospect Targeting

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© 2013 Ticketmaster LLC

How will the team’s personnel

changes impact ticket sales?

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22 Price levels (excluding premium)

Manifest scaling using

regression / secondary market data

7 Variable pricing tiers

Estimate demand using

regression / secondary market data

Variably price season tickets

Dynamic pricing utilized throughout season

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2010-11 2012-13 34 - 21 15 – 38 Season: W-L Record: Wtd Avg Tier: 5.3 5.4 -6.3%

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© 2013 Ticketmaster LLC 2010-11 2012-13 34 - 21 15 - 38 Season: W-L Record: Wtd Avg Tier: 4.4 4.5 -3.3% 24

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How can we better target

the right prospects

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© 2013 Ticketmaster LLC 26

30+ Acxiom demographic, psychographic, and lifestyle attribute variables were tested in the models:

25+ Host transactional behavior variables were tested in the models:

Each variable was examined for its strength of relationship with the outcome variable, as well as consistency and trending patterns.

Age Child Present in HH Income

Gender Working Woman in HH Discretionary Income Index Education PersonicX Group Distance to Venue

Marital Status Life style Interests Occupation Sports Interests

Major Category Purchases RFM Score Host Client Transaction History Transaction Purchase Timing Frequency/Monetary Grade Recency of Host Transaction Transaction Ticket Price/Type TM Live Event Segment Payment Method

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Overall Full Plan Partial Plan Single Game

Male 69% 81% 68% 54%

Age: 25 - 34 23% 16% 22% 32%

Age: 55 - 64 17% 23% 20% 9%

Age: 65+ 9% 14% 6% 4%

Education: Graduate School 21% 26% 21% 15%

Married 65% 68% 66% 62%

Working Women 42% 43% 41% 40%

Children Present 42% 35% 40% 52%

Discretionary Income Index 88 96 93 78

Household Income $93,640 $102,906 $94,444 $81,782

Income: $125K+ 20% 25% 20% 14%

PersonicX Cluster: Established Elite 6% 9% 4% 3%

PersonicX Cluster: Corporate Clout 5% 6% 9% 3%

PersonicX Cluster: Jumbo Families 6% 5% 5% 8%

PersonicX Group: Mature Wealth 11% 15% 13% 6% PersonicX Group: Golden Years 11% 14% 12% 6%

AMEX 30% 34% 31% 22%

Purchase Timing: Presale 26% 32% 21% 16%

RFM Score 396 427 419 350

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© 2013 Ticketmaster LLC

Full / Partial Seasons

Club Seats

Upgrades Family Day

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…thank you!

ANTHONY PEREZ JOHN FORESE

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