Ticketmaster - Los Angeles, CA

Project: Development, quantitative support and monetization of new brand personas with general agency.

Top down executive interviews and bottom up customer transaction analysis were coalesced to provide quantitatively sound support for new brand positioning with the general agency tasked with helping Ticketmaster reposition and redefine itself. Resulting initiatives identified opportunities to capture $40 million in annual incremental customer revenue. Customer behavior (and resulting revenue insight) was revealed by aggregating and analyzing 100+ million customer transactions over a five year period. Ticketmaster's customer base was redefined as distinct personas (as well as segments and micro-segments), thus enabling TM to re-architect new and predictable customer experiences. By delivering the right message to the right customer at the right time TM can more effectively focus marketing resource allocations to motivate increased live entertainment purchases.