Ticketek looks to data and technology to drive future growth

Noting that the live entertainment industry has been one of the hardest-hit by the COVID pandemic with revenues reduced, venues closed and massive staff lay-offs right across the globe, Ticketek has highlighted how it has used the ‘down-time’ to double down on its investments in data and technology.

Advising that ticketing leader and its partners are poised for a rapid post COVID recovery, Ticketek advises that, over the last nine months, it’s tech and data teams have been engaged on major projects including a complete review and re-development of the Ticketek eCommerce platform, a comprehensive upgrade of its data platform, and the introduction of an advanced digital marketing technology platform.

All of these have been designed to improve customer experience, increase conversion rates and drive more ticket revenue.

The first phase of this work has been delivered this week with the launch of a new look Ticketek website and App, both of which feature a visually striking new design and layout. In addition, the iconic Ticketek logo has been updated and combined with a new colour scheme for a bold and contemporary new look.

The work is already paying off with site conversion rates increasing by over 50% in New Zealand, where the new website was released in November.

Cameron Hoy (pictured), Global Managing Director of Ticketing for TEG, owner of Ticketek, said the COVID pandemic has provided Ticketek with a rare opportunity to focus on re-engineering a range of areas that the usual operating speed of the business doesn’t allow for.

Hoy explained “2020 has been a challenging year for the entire live industry but it has allowed Ticketek a rare operational pause to accelerate the development of several key technology projects including enhancements to our customer platforms, developing an even deeper understanding of our 16M customers through our data and analytics division, and supercharging our marketing capabilities with a new cutting edge marketing technology platform.

“All of which provides our customers with the most seamless event ticket discovery and purchasing experience available to ensure they discover and purchase tickets to more of the live content they love most. Which in turn means our partners have the opportunity to sell more tickets than ever before.”

Underpinning the new eCommerce platform has been the integration of its new digital marketing platform to unlock the value of its customer database through the delivery of more personalised, automated and targeted communications, across more channels.

Ticketek has also ramped up its global expansion with the set-up of Ticketek UK earlier this year. In addition to the UK, the new re-engineered platform and brand will be rolled out across Ticketek’s operations in Singapore, Malaysia and the Philippines, a market where live entertainment is rapidly growing.