THE INSIGHTS

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How connected data and AI is the key to successful marketing

Only a few years ago, segmented campaigns meant taking out a list of people that had attended a concert in the last 12 months, or those that lived in the adjacent postcodes. But as technology advances, today even smaller organizations are able to take advantage of advanced segmentation and customer profiling, driven by the emergence of specialized partners offering their services at very accommodating prices.

You can still enhance customer understanding from looking at ticket purchases and demography. But if you add data from other platforms, you get a much deeper and nuanced profiling ensuring that you can deliver even stronger and personalized messages.

For example, from your point of view; which scenario below offers the best opportunity for superior, targeted communication?

Michael, has bought three tickets for rock shows in last 24 months

or

Michael, has bought three tickets for rock shows in last 24 months, all of which were bought the days leading up to the event, sold as single tickets through Facebook event pages.”

From a marketing perspective, the difference is enormous whether the underlying basis for your segmented marketing campaign is scenario one or two.

The last profiling of “Michael” is solely based on connecting ticket purchases with digital tracking! This type of profiling was previously only available for the largest organizations; those organizations with the big budgets and the inhouse competencies. Today the situation is completely different: Those applying third party services might now be able to leapfrog the organizations that built their own data warehouse, as advanced technologies, such as AI, cluster analysis and predictive analytics, are only cost-effective at scale.

Profiling grows deeper with every added source

But it does not stop with ticketing and digital!

  • In sports, scanning data holds enormous value if interpreted and connected to the customer profile. Imagine the opportunities that arise, if you are able to profile fans as either early or late arrivers? Then you can aim all your communication efforts at changing customer behavior instead of pushing tickets, with the potential benefit of increasing food and beverage revenues.
  • In non-profits and performing arts, the fundraising data has so far often been looked at in isolation. But bringing it into a unified customer view enables teams to work closer together and provide a much more relevant customer offering and communication, as both box office, marketing and fundraising is based on the same view of customer, including all interactions.
  • Many of the major primary ticketing platforms are taking steps to provide a secondary marketplace, and in the US most large organizations have both a primary and secondary partner. Bringing together data from both markets holds enormous potential in better pricing and inventory management.

Before getting started: Who ‘owns’ the service?

Initiating a project including new structures and platforms, you need to be able to answers one vital question: Who in your organization pays for a organization-wide data tool?

Building a data warehouse is related to IT or management. Applying marketing tools on the data warehouse comes out of the marketing budget. But what do you do when data infrastructure, data enrichment, marketing analytics and inventory management come in one tool? In order to ensure that the question of ownership does not become a barrier for unlocking a major potential in your organization, it needs to be addressed in the very beginning!

Eager to learn more about how data unlocks the potential of your organization?

If you want to explore some of subjects discussed in this paper further and learn more about how data improves your business, have a look at the following articles: