This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Business News Live Business Top Stories
Ticketmaster launches new analytics business
By CMU Editorial | Published on Wednesday 16 March 2011
Well, it’s all about the analytics these days isn’t it? Where do your fans come from, how old are they, what other artists do they like, do they put sugar on their cereal, what are their opinions on the geo-economic-political-power-shifts currently occurring in the Middle East, and so on and so forth. Well, Live Nation in the US has launched a new division called LiveAnalytics which will provide promoters selling tickets via the Ticketmaster platform with more stats and such like on their artists’ fans.
The new business is a joint venture between Ticketmaster and an analytics company called Teradata, and they say that the new firm will offer Ticketmaster’s clients “rich data analytics products that provide clients with fan insights for their business”. Specifics as to exactly what data clients will get, how they will access it, whether it will be provided in real time, and how customer privacy rights will be assured isn’t clear.
The launch of this service is interesting because of a changing attitude that is emerging regarding ticketing in the live music space. Some promoters and venues are starting to see the benefits of having more control over their ticket sales, mainly by selling direct to fans rather than handing over all tickets to a third party agency like Ticketmaster, even if that means giving up the commercial incentives many ticketing agencies offer in return for exclusive ticket sale rights. Access to consumer analytics is one of the main attractions of bringing ticketing in-house.
As previously reported, live music giant AEG Live – which is withdrawing from the Ticketmaster platform now it is owned by arch-rivals Live Nation – has formed a JV with a Canadian company called Outbox Technology which plans to offer promoters and venues a technical solution which enables them to manage their own online ticket-sales and access any analytics generated. Ticketmaster’s move to provide clients with more stats may be a bid to beat its new competitor.
Confirming the new venture, Ticketmaster CEO Nathan Hubbard told reporters: “The launch of LiveAnalytics is a key step in our plan to further build on the value we bring to our clients in helping them connect with fans and to ultimately sell more tickets. We plan on being the global leader in fan data insights and consulting that will bring a new level of service and knowledge to our client base”.
