How Live Nation Pre-Games for Data Insights
Thursday, January 23, 2014
Advertising Age (12/26/13) Kaye, Kate
In an interview, John Forese, who helms Live Nation's LiveAnalytics data branch, says the customer purchase data his firm aggregates has become essential to its business. He notes that the integration of formerly siloed databases was critical to making Live Nation able to use that data to help marketers ascertain what types of music their target audiences prefer, which helps facilitate a common and holistic perception of each fan. "We said we really should be helping our clients...know the mind of the live event fan," Forese says. "We spent a lot of money in the infrastructure and database side...to get that all housed, to get this one source of truth." Among the data sources that Live Nation taps are transactional data, primary research, engagement data, and third-party data. This data is employed across Live Nation's distinct consumer engagement and marketing points, from Ticketmaster website recommendations and event listings to email notifications. "For our clients, the data becomes part of their overall [customer relationship management] and marketing programs, helping them profile and segment their fan bases, target their offers and communications, and tailor their messaging," Forese says. He notes that LiveAnalytics is composed of a team of about 20 experts who can apply nearly any type of data to live event marketing and pricing.
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