Ticketmaster Digs Deeper for Fan Insights

In the US, event ticketing firm Ticketmaster has launched 'LiveAnalytics'; a new venture led by former Nielsen exec John Forese, which will analyse the group's global fan database to drive increased ticket sales.

Ticketmaster - whose parent firm Live Nation Entertainment produces over 20,000 shows annually for more than 2,000 artists - has an online audience of more than 26 million monthly unique visitors. In the last decade, Live Nation has sold more than one billion tickets, attained more than 100 million registered users, and has 11,000 clients ranging from concert promoters to sports teams and venues.

Through a partnership with analytics specialist Teradata, Ticketmaster will build on its existing architecture to expand and improve utilization of its fan database.

'The launch of LiveAnalytics is a key step in our plan to further help clients connect with fans and to ultimately sell more tickets,' explains the firm's CEO, Nathan Hubbard. 'We aim to be the global leader in fan data insights and consulting that will bring a new level of service and knowledge to our client base.'

Forese joins with more than 15 years' information services and analytics experience. Most recently, he was CEO of mobile analytics provider Motally. Before this he was SVP of Product Management at Nielsen Mobile, and held the same title at Telephia, prior to its acquisition by Nielsen in 2007. Earlier in his career, he held various management positions at telecoms and technology based start-ups, including Pacific Bell Mobile Systems.

Web sites: www.ticketmaster.com and www.livenation.com .