TEG-owned ticketing company Ticketek has completed the roll out of a new personalised and dynamic marketing platform.
The platform is available throughout Ticketek’s six country markets and creates a single customer view of the 30 million customers in its database across multiple makerting channels, providing a boost in ticket sales for clients.
According to Ticketek, the new platform has already delivered a significant increase in sales conversions from its weekly email newsletter and 22% increase in average organic marketing campaign ticket sales.
Ticketek has built its own single user view on the platform, which includes customer profile, transaction history, event attendance, marketing engagement, device and website behaviour and customer service interaction.
There are over 300 attributes available for each user, with customer scoring and segmentation applied to each, including event and genre engagement scores and travel propensity.
Ticketek’s marketing team can use this to further create segments and prompts for activation through a range of campaigns including email, SMS, web push, app push, on site personalisation and web hooks to drive paid campaigns.
The platform also features aspects such as intelligent timing, which pushes a campaign to users when they are most likely to respond, and intelligent channels, which optimise the channels a user is most likely to respond to.
Cameron Hoy, managing director of Ticketek, said: “This is personalisation at scale driven by the combination of our data assets, which include 300 individual data points per customer, and our ongoing investment in world leading marketing technology.
“Ticketek’s new platform has opened additional channels for customer discovery and outreach which, combined with its dynamic machine learning features, have significantly increased the engagement and response from Ticketek’s core event marketing activity.”
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