march - MIT Sloan Sports Analytics Conference

SPORTS BUSINESS ANALYTICS & TICKETING
CASE STUDIES FROM THE PROS
MARCH
2013
CONSUMER DATA
Ticketmaster’s unique
live event transaction
database + 3rd party data
source
RESOURCES
Industry experts, research
and statistics teams +
database engineers and
strategy consultants
INTEGRATION
Seamless, accessible data
and analytics through
existing CRM or
Ticketmaster systems
© 2013 Ticketmaster LLC
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GLOBAL MONTHLY
UNIQUE ONLINE
VISITORS
EVENTS
TICKETED
ECOMMERCE SITE
ON THE WEB
SPORTS TICKETS
PROCESSED
GLOBAL
CUSTOMER DATABASE
RECORDS
© 2013 Ticketmaster LLC
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SPORTS
TICKETS
GO UNSOLD
UNCAPTURED
REVENUE
Note: From TM Data analysis ‘Summary of Distressed Inventory’
© 2013 Ticketmaster LLC
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IN SECONDARY TICKET
SALES IN US
PER YEAR
OF SECONDARY SALES
FOR SPORTING
EVENTS
Source: Forrester Research
© 2013 Ticketmaster LLC
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© 2013 Ticketmaster LLC
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MLB case study
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
© 2013 Ticketmaster LLC
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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
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.
Club
Middle
Lower
End Zone
© 2013 Ticketmaster LLC
Upper Front
Upper Rear
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NBA case study
Evaluate Fan Database to determine acts/artists for which fans have
greatest affinity to assist in booking and marketing decisions
Spurs Season Plan Buyers
100
Bruce Springsteen and
The E Street Band
Dave Matthews Band
Pearl Jam
Muse
75
Jimmy Buffett
Drake
Ticket Sales Score
Kings Of Leon
Depeche Mode
Rihanna
Tim McGraw
Bob Seger
Elton John
50
Usher
Victoria Justice
The Black Keys
Big Time Rush
Mumford & Sons
Romeo Santos
25
Luke Bryan
Brantley Gilbert
Sigur Ros
Tom Petty & The
Heartbreakers
Bruno Mars
Black Sabbath
The Killers
Band
0
0%
25%
50%
75%
Percentage of Customers with High Affinity to Artist
100%
Season Plan Buyers
Single Buyers
All Venue Buyers
Other Venue Events Buyers
© 2013 Ticketmaster LLC
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KENNY FARRELL
SENIOR DIRECTOR BUSINESS STRATEGY AND
OPERATIONS
MARCH
2013
►
Need to Create Effective Tools for Analysis
►
►
►
►
►
Solution works within framework for all organizational
systems
Large amounts of data across various sources
►
►
Determine what data is relevant
Access data in usable format
Platform to bring it all together
Ticketmaster, CRM, Concessions, Fan Loyalty
Lack of integration of many disparate systems
►
►
Too many Excel spreadsheets
Slow cross-departmental collaboration
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►
Comprehensive Ticket Sales Strategy
►
►
►
►
Meaning in Data
►
►
►
Ticket Buyer Life Cycle
Utilize Consumer Prospect Model
Lead Management Strategy
Define raw data
Focus on immediate and long term usefulness
Utilize technology platforms to maximize efficiency
►
►
Data Warehouse & Business Intelligence (BI)
Existing CRM structure
© 2013 Ticketmaster LLC
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Exec
Office
Analytic
Tools
Gameday
(retail)
Corporate
Partnership
Finance
Marketing
Ticketing
© 2013 Ticketmaster LLC
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►
Business
Development (BI)
Cube & Excel
►
Employee Dashboards
& Intranet
►
External Tools for
Customization
►
CRM & The Ticket
Sales Process
© 2013 Ticketmaster LLC
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►
Integrate Data Warehouse & CRM
►
►
►
Integrate Additional Systems
►
►
MLBAM; Loaded Tickets; Fan Loyalty
Utilize Analysts
►
►
Create Customer Life Cycle
Focus on Meaning & Utility
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
© 2013 Ticketmaster LLC
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Spend per Event on Ticketmaster.com
© 2013 Ticketmaster LLC
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►
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
►
© 2013 Ticketmaster LLC
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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
© 2013 Ticketmaster LLC
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How will the team’s personnel
changes impact ticket sales?
© 2013 Ticketmaster LLC
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►
22 Price levels (excluding
premium)
►
►
7 Variable pricing tiers
►
►
►
Manifest scaling using
regression / secondary
market data
Estimate demand using
regression / secondary
market data
Variably price season
tickets
Dynamic pricing utilized
throughout season
© 2013 Ticketmaster LLC
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© 2013 Ticketmaster LLC
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-6.3%
Season:
W-L Record:
Wtd Avg Tier:
2010-11
2012-13
34 - 21
15 – 38
5.3
5.4
© 2013 Ticketmaster LLC
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-3.3%
Season:
W-L Record:
Wtd Avg Tier:
2010-11
2012-13
34 - 21
15 - 38
4.4
4.5
© 2013 Ticketmaster LLC
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How can we better target
the right prospects
with the right products?
© 2013 Ticketmaster LLC
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30+ Acxiom demographic, psychographic, and lifestyle attribute
variables were tested in the models:
Age
Gender
Education
Marital Status
Occupation
Child Present in HH
Working Woman in HH
PersonicX Group
Life style Interests
Sports Interests
Income
Discretionary Income Index
Distance to Venue
25+ Host transactional behavior variables were tested in the models:
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
Each variable was examined for its strength of relationship with the
outcome variable, as well as consistency and trending patterns.
2013 Ticketmaster LLC
© 2012
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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%
88
96
93
78
$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%
Discretionary Income Index
Household Income
2013 Ticketmaster LLC
© 2012
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Full / Partial
Seasons
Club Seats
Upgrades
Family Day
Packages
© 2013 Ticketmaster LLC
KENNY FARRELL
JOHN FORESE
ANTHONY PEREZ
…thank you!
© 2013 Ticketmaster LLC
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