SPORTS BUSINESS ANALYTICS & TICKETING CASE STUDIES

SPORTS BUSINESS ANALYTICS & TICKETING

CASE STUDIES FROM THE PROS

MARCH 2013

© 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

CONSUMER DATA

© 2013 Ticketmaster LLC

GLOBAL MONTHLY

UNIQUE ONLINE

VISITORS

EVENTS

TICKETED

SPORTS TICKETS

PROCESSED

ECOMMERCE SITE

ON THE WEB

3

GLOBAL

CUSTOMER DATABASE

RECORDS


SPORTS

TICKETS

GO UNSOLD

UNCAPTURED

REVENUE

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

4


Source: Forrester Research

IN SECONDARY TICKET

SALES IN US

PER YEAR

OF SECONDARY SALES

FOR SPORTING

EVENTS



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

MLB case study


NFL case study

Using attendance, secondary prices, fan demographics to understand

relative value of sections, price/value disparities, and scaling opportunities

Middle Lower Upper Front Upper Rear End Zone 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.


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

UsherVictoria Justice

0

25

50

75

100

0% 25% 50% 75% 100%

Tic

ket S

ale

s S

co

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

Band

9

SENIOR DIRECTOR BUSINESS STRATEGY AND

OPERATIONS

MARCH 2013

KENNY FARRELL


► 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

► Slow cross-departmental collaboration

11


► 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

12


Ticketing

Finance

Corporate

Partnership

Marketing

Exec

Office

Analytic

Tools

Gameday (retail)

13


► Business

Development (BI)

Cube & Excel

► Employee Dashboards

& Intranet

► External Tools for

Customization

► CRM & The Ticket

Sales Process

14


► 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

15


Spend per Event on Ticketmaster.com

16


► 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

►

17

ANTHONY PEREZ

VICE PRESIDENT OF BUSINESS STRATEGY

MARCH 2013


► How we use Live Analytics tools ► Case Study: Single Game Yield Management

► How we use Live Analytics data ► Case Study: Prospect Targeting

19


How will the team’s personnel

changes impact ticket sales?

20


► 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

21



2010-11 2012-13

34 - 21 15 – 38

Season:

W-L Record:

Wtd Avg Tier: 5.3 5.4

-6.3%

23


2010-11 2012-13

34 - 21 15 - 38

Season:

W-L Record:

Wtd Avg Tier: 4.4 4.5

-3.3%

24


How can we better target

the right prospects

with the right products?

25


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


© 2013 Ticketmaster LLC 27 © 2012 Ticketmaster LLC

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

RFM: 600 - 1000 15% 20% 19% 8%


Full / Partial

Seasons

Club Seats

Upgrades Family Day

Packages


…thank you!

ANTHONY PEREZ JOHN FORESE KENNY FARRELL

Documents

SPORTS BUSINESS ANALYTICS & TICKETING CASE STUDIES