sports business analytics & ticketing case studies
TRANSCRIPT
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
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GLOBAL
CUSTOMER DATABASE
RECORDS
© 2013 Ticketmaster LLC
SPORTS
TICKETS
GO UNSOLD
UNCAPTURED
REVENUE
Note: From TM Data analysis ‘Summary of Distressed Inventory’
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Source: Forrester Research
IN SECONDARY TICKET
SALES IN US
PER YEAR
OF SECONDARY SALES
FOR SPORTING
EVENTS
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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
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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.
© 2013 Ticketmaster LLC
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
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SENIOR DIRECTOR BUSINESS STRATEGY AND
OPERATIONS
MARCH 2013
KENNY FARRELL
© 2013 Ticketmaster LLC
► 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
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© 2013 Ticketmaster LLC
► 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
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© 2013 Ticketmaster LLC
Ticketing
Finance
Corporate
Partnership
Marketing
Exec
Office
Analytic
Tools
Gameday (retail)
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© 2013 Ticketmaster LLC
► Business
Development (BI)
Cube & Excel
► Employee Dashboards
& Intranet
► External Tools for
Customization
► CRM & The Ticket
Sales Process
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© 2013 Ticketmaster LLC
► 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
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© 2013 Ticketmaster LLC
Spend per Event on Ticketmaster.com
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© 2013 Ticketmaster LLC
► 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
►
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ANTHONY PEREZ
VICE PRESIDENT OF BUSINESS STRATEGY
MARCH 2013
© 2013 Ticketmaster LLC
► How we use Live Analytics tools ► Case Study: Single Game Yield Management
► How we use Live Analytics data ► Case Study: Prospect Targeting
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© 2013 Ticketmaster LLC
How will the team’s personnel
changes impact ticket sales?
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© 2013 Ticketmaster LLC
► 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
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2010-11 2012-13
34 - 21 15 – 38
Season:
W-L Record:
Wtd Avg Tier: 5.3 5.4
-6.3%
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© 2013 Ticketmaster LLC
2010-11 2012-13
34 - 21 15 - 38
Season:
W-L Record:
Wtd Avg Tier: 4.4 4.5
-3.3%
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© 2013 Ticketmaster LLC
How can we better target
the right prospects
with the right products?
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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
© 2012 Ticketmaster LLC
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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%
© 2013 Ticketmaster LLC
Full / Partial
Seasons
Club Seats
Upgrades Family Day
Packages
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…thank you!
ANTHONY PEREZ JOHN FORESE KENNY FARRELL