Selling tickets is one of the most difficult niches in digital marketing, because it is impossible to accurately understand the interests of the audience for each concert in advance.
Event marketing | Performance campaigns
Ticket.kg
How analytics and audience segmentation turned concert promotion into a predictive sales system.
Google AdsMeta AdsRemarketingAnalyticsSegmentationEvent marketing
01 / Challenge
People who buy tickets to a rap artist may not respond to a pop artist or electronic music. Therefore, standard targeting practically does not work here.
For Ticket.kg, I built a promotion system based on user behavior analytics, retargeting and interest segmentation.
02 / Segmentation
Instead of launching widespread advertising for all events, the audience was divided by music preferences, actions on the site and past purchases.
After each concert, the system collected data: which artists the user was interested in, which tickets he viewed, which events he reacted to, and which categories he bought most often.
03 / Campaign system
Based on this data, separate advertising scripts were created for each concert.
This allowed us to display advertising to the most relevant audience and significantly increase purchase conversion.
04 / Outcome
This project became an example of how analytics and proper work with the audience can turn event promotion into a predictable sales system.
Result
What has changed
• 1828 advertising campaigns for various events
• Sold out at key concerts
• Reduced ticket purchase costs
• Increase in repeat sales through retargeting
• Creating a large audience base with segmentation by musical interests