AEG Presents drives ticket purchases for its global entertainment parent, AEG Worldwide. But to target the right concertgoers at the right time with relevant ads, and to address use cases like filling empty seats at the last minute before a concert, the company needed a much clearer picture of its
customers. They needed to understand their activities, their preferences and—most important—their likelihood to buy certain kinds of tickets at certain times. Only with this intelligence could the company engage prospects with relevant and effective marketing offers at the right time.
Ticket sales data at AEG Presents comes from many internal and external sources. And feeds from ticketing agencies like Ticketmaster
and AXS each have their own unique layer of business logic, preventing an apples-to-apples comparison among them. Formats are disparate. Trying to manually compile sales, marketing and financial data from many
different places and in different formats was wasting valuable hours that should have been spent in marketing analysis.
To get that 360-degree view, AEG Presents had planned to aggregate, clean, and load all of that disparate data onto Microsoft Azure data lake for the purposes of data science exploration. The company also needed to make the integrated data available as an export to marketing systems like Yesmail for campaign management and Lytics, the Customer Data Platform (CDP) AEG was running to create more targeted and effective digital campaigns.
This was a big job, and AEG knew it. So they decided to bring in the data professionals.
Pythian’s solution was its Enterprise Data Platform (EDP), a cloud-native data platform to power sophisticated data-driven marketing operations. “Pythian brings significant technology know-how and an uncanny ability to understand our data to get us to the results we want,” says AEG Presents’ Director of CRM Alejandro Arevalo.
EDP cleans financial, sales
and marketing data for delivery into Azure SQL data warehouse, along with a data lake on Azure that feeds into Lytics CDP, which applies data science models for hypersegmentation and targeted marketing. Business logic in the EDP transformation layer creates consistency in the diverse agency feeds.
Data also goes to the data lake for consumption by external applications, SFTP, APIs, vendors and BI tools. The solution includes scalable ingestion and processing layers using a mix of cloud PaaS offerings and industry standard open source projects.
“Pythian is helping us apply data to optimize our user experiences and make our marketing practices more efficient,” said Arevalo. “These insights help us communicate with customers in a more timely and personalized way.”
EDP enabled the integration with Lytics, which allowed analysts to look at data from multiple geographies, multiple
sources and from multiple formats -- in a clean, unified way to unlock the full power of advanced analytics using systems like Lytics CDP. With EDP and Lytics together they were able to slice ticket sales by territory, by month, by type. They can look at the past ticket purchase activity of individual users—and custom audience groups—in terms of artist affinity, quantity, recency, frequency and intensity. They can score users on their likelihood to become more engaged buyers in the future, all in real time since data is continually refreshed. Segmenting smaller slices makes highly personal outreach possible—and more effective.
“We see our data as a strategic catalyst to make our business initiatives more successful, “ said Arevalo.
With fully integrated data from multiple sources, AEG Presents now has the customer intelligence it needs for better engagement. And it’s paying off. Using EDP, the AEG Worldwide subsidiary was able to increase last-minute ticket sales. This was enough to make its parent company call Pythian for an EDP solution of its own!
"Pythian is helping us get data ready to optimize our user experiences and make our marketing practices more efficient. These insights help us communicate with customers in a more timely and personalized way.”
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