Ticketmaster introduces new online insights tool to UK

Ticketmaster has launched its LiveAnalytics tool into the UK market, giving its clients an insight into connecting with fans to help sell more tickets to events.

Sophie Crosby, VP of Insight for Ticketmaster International
Sophie Crosby, VP of Insight for Ticketmaster International

The programme was first launched in the US in 2011, and since then the London-based Ticketmaster team has customised the programme for international markets.

The company will be introducing the online insights tool to Sweden, Norway, Denmark, Germany and Australasia this year.

LiveAnalytics uses data from Ticketmaster UK’s database of more than 11 million people who have attended a concert, show, game or theatre performance.

Sophie Crosby, vice president of Insight, Ticketmaster International, explained to Event that the tool uses in-house and licensed data based on demographics and ticketing trends, which gives artists, venues and teams an insight into how, where and to whom they can sell tickets.

It also allows them to measure the effectiveness of marketing campaigns.

"We are really excited to be launching LiveAnalytics and look forward to showing our clients how they can better connect with their fans and ultimately sell more tickets," she said.

"By providing access to our rich and unique fan insight, LiveAnalytics brings a new level of service and knowledge to our UK client base."

Crosby added: "It’s powerful segmentation, on demand."

Live Nation UK, which owns Ticketmaster, has also been involved with testing the tool. Jasmine Skee, marketing director, said: "The beauty of this data is that it takes the guess work out, it gives you data to get the job done."

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