Projects /
Music
Knowing who is in the room
How a Dubai live music venue joined up its ticketing, bar and membership data into one view of its audience, giving it something new to sell to sponsors.
Client
Confidential
Sector
Music
Services
CRM & Insights Accelerator, Data Studio
Delivered
Fan data model, CRM set-up, audience reports for partners
The outcome
1
audience view
Ticketing, bar and membership data now sit in one CRM, with consent captured.
Regular
sponsor audience reports
Partners see who they reach and how often, so renewals are a shorter conversation.
Real
data behind the programme
Programming and marketing are now planned around who actually attends.
The Challenge
The venue sold out most weekends but knew very little about who came. Ticketing, the bar and the membership scheme each held a slice of the audience and none of them talked to each other. That cost twice. Marketing went out to everyone in the same way. When a sponsor asked who they would reach, the honest answer was a guess.
WHY IT MATTERS: INDUSTRY DATA
71
%
Expect personalisation
Of consumers
78
%
Likelier to come back
When it feels personal
+
40
%
Revenue from personalising
Leaders vs average
What we did
1
Joined the data up
We connected ticketing, bar and membership records into one CRM, with consent captured properly so every profile could be used with confidence.
2
Built audience profiles
We grouped guests by what they come for and how often, from genre and night of the week to spend, so marketing could talk to each group differently.
3
Turned it into a sponsor product
We built audience reports partners could trust, showing who they reach and how often, so sponsorship conversations start with facts.
What happened next
The venue now plans its programme and its marketing around real audience data. Sponsors receive regular reports on who they reach, which makes renewals a shorter conversation.
