Russian event ticketing firm Ticketland has raised $10 million from Russia-based private equity and venture capital fund iTech Capital, which will be channeled into boosting e-ticketing as a percentage of sales from 15 percent to 50 percent. Ticketland says it will deploy new online services and marketing efforts based on big data technology that taps research based on user behavior modeling. The initiative will enable the company to offer more value for event organizers through new marketing channels. "Ticketland is a good consolidation of the strongest tech and retail players in a field of ticketing," says iTech Capital's Gleb Davidyuk. Ticketland estimates that it markets more than 2 million tickets for 400,000-plus events yearly through its outlets and Internet platforms. A segment of its revenue comes from a 10 percent assessment on tickets sold to consumers, while its sales channels include 130 retail box offices, online booking, call centers, and e-ticketing. Ticketland already has implemented e-ticket platforms at 120 Moscow venues so that e-tickets bought via ticketland.ru can be redeemed at those venues. Furthermore, more than 90 venues use Ticketland's enterprise resource planning platform, which supports e-ticketing.