Ticketmaster is a world ticket gross sales and distribution firm. Its success is dependent upon its prospects shopping for tickets to numerous occasions similar to concert events and sporting occasions. Buyer consciousness of such occasions is likely one of the situations for ticket gross sales. Ticketmaster has quite a few advertising techniques in its arsenal. It wished so as to add one other channel to its advertising combine that may enable the corporate to ship extremely focused internet push notifications to its present in addition to new prospects.
Mission
Enhance gross sales utilising Pushly as a brand new advertising channel by concentrating on Ticketmaster’s present prospects, based mostly on their earlier behaviours and new customers who had by no means purchased from Ticketmaster earlier than.
Problem
Ticketmaster is an apparent juggernaut, serving a excessive variety of prospects. The present constructions and processes of the web site wanted to be taken under consideration. Specifically, the brand new advertising platform needed to combine nicely with Ticketmaster’s advertising tech stack, which does embody proprietary software program along with different tech companions. Moreover, Pushly must coordinate with completely different groups to realize clean integration, together with the technical advertising crew, product crew, CRM crew, and extra.
Technical integration
Pushly took on the heavy lifting when it got here to technical features of integrating its platform into the present workflow of Ticketmaster. This allowed Ticketmaster’s groups to proceed working with out interruptions, having the choice to become involved extra closely when wanted.
Marketing campaign set-up
Net push notifications have been set to reach to customers’ units. The messages have been extremely customised, concentrating on two various kinds of audiences: present prospects and new prospects.
For present prospects, Pushly, utilising first-party knowledge supplied by Ticketmaster, arrange campaigns with the next options:
- Net push messages that may match the person’s earlier pursuits based mostly on artist/crew, venue location, and extra.
- Various completely different campaigns are continuously being executed inclusive of A/B testing together with/however not restricted to retargeting based mostly on customers’ web site looking behaviour, abandoned-cart reminders, tour date releases, customized artist choices, venue choices, and bespoke sponsor choices.
Information monitoring
Pushly supplied Ticketmaster with computerized studies based mostly on customised parameters. It eradicated the necessity for Ticketmaster’s crew to achieve out to Pushly and request the information manually. The info has been fed straight into their dashboards.
Some parameters Pushly set to trace are:
- Time of buy
- LTV of customers who did or didn’t go into particular campaigns, feeding into Ticketmaster’s different advertising channels.
- A/B testing with completely different pictures and replica for campaigns.
Outcomes
On account of Pushly’s integration into Ticketmaster’s workflow, Ticketmaster now had a brand new acquisition channel for brand new prospects. Additional, the adoption of Pushly resulted within the following metrics:
- Elevated opt-in charges to obtain internet push notifications exceeded expectations and preliminary modelling
- CTR on campaigns, together with cart abandonment, exceeded comparable campaigns in different channels
- Inside the first 6 months, Pushly has exceeded all of Ticketmaster’s expectations in serving to to make new first-party connections, driving materials incremental Gross Merchandise Worth, and driving new buyer acquisition.
Backside line is, Pushly has turn into a well-integrated addition to Ticketmaster’s present advertising technique, providing internet push notifications to its customers. In consequence, Ticketmaster’s gross sales noticed a cloth enhance, assembly the mission’s goal.