Personalise the Fan Journey with Data-Driven Insights
Fans provide event marketers with vast amounts of insight into their needs and personal preferences, while live events generate vast amounts of data – from ticket purchases and venue entries to in-app engagement and concession sales. Yet, for many venues, event organisers, and promoters, the challenge is in making sense of these insights and using it to create personalised, relevant and seamless fan experiences. Without the right tools, valuable insights remain untapped, leaving revenue opportunities and fan engagement strategies underutilised.
Unlocking the Power of Fan Insights
Through the Ticketmaster Nexus Partner Program, venues, promoters, and event organisers can transform everyday interactions into strategic touchpoints—enhancing the fan journey before, during and after the event.
From team and venue apps to marketing platforms and loyalty programs, these data integrations help clients forecast demand, tailor outreach, and optimise experiences in real-time. In 2024, self-service analytics adoption rose by 65%, signalling a shift towards client-controlled data systems.
How Fan Insights Benefit Fans
While fan insights offer powerful tools for clients, the impact is just as meaningful for the fans:
- More Personalisation: Fans receive communications, offers, and experiences tailored to their preferences and behaviours.
- Smarter Access and Venue Entry: Real-time data allows for reduced wait times, better entry flows and easier venue navigation.
- Rewards and Engagement: Loyalty programs become more rewarding when they reflect individual habits and in-app actions.
- Consistent, Mobile-First Experiences: From presale to post-event follow-up, insights help create a seamless, fan-focused experience.
At the Australian Open, the implementation of a first-party data solution helped the event organisers gain a deeper understanding of fan behaviour. This intelligence allowed for more targeted marketing campaigns and smoother event execution—demonstrating how insight-led strategies create measurable results.
Insight Ownership Drives Smarter Decision-Making
Within the Nexus Partner Program, all fan data remains the property of the client. Nexus partners provide the technology to access, analyse, and activate those insights while ensuring full control stays with venues, promoters and event producers.
By optimising insights, clients can:
- Drive Ticket Sales: Use predictive insights to forecast demand, helping you apply strategic pricing and maximise inventory performance.
- Personalise Engagement:Tailor marketing, loyalty offers and communication plans based on real fan behaviour across digital channels.
- Optimise Operations: Monitor venue entry, concession sales, and crowd flow in real-time, to adjust staffing and logistics accordingly.
Insight-Led Innovation Is Defining the Future of Live Events
As mobile engagement and digital expectations continue to rise, fan insights are becoming the foundation for innovation across live entertainment. Organisations that prioritise data activation through Nexus partnerships are setting new standards for personalisation, operational agility and fan satisfaction.
With access to the industry’s leading technologies through the Ticketmaster Nexus Partner Program, clients are building smarter, more connected ecosystems that turn every moment into a measurable advantage.
Ticketmaster clients can read the full report now.
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