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How data should inform live music marketing

By | Published on Wednesday 1 April 2015

Shane Mansfield

As The Great Escape speeds into view, CMU Business Editor Chris Cooke is interviewing some of the people set to share insights and expertise as part of the four CMU Insights conference stands that will sit at the heart of the TGE convention this year.

And today he’s questioning Shane Mansfield, Head Of Performance Marketing at Ticketscript, who will explain how promoters could and should be better using analytics and data to sell more tickets as part of the strand Music Marketing Is Broken: Let’s Fix It.

Says Mansfield: “For a long time people have overlooked the value of data. As we’ve evolved to become a more online society people have realised that a lot of data is available and that this data, used properly, can be extremely valuable. Promoters with the means to capture and utilise their data give themselves a strong competitive edge and the best chance of selling more tickets for their future events”.

He goes on: “The wealth of data now available to event organisers means that they can highly target their marketing campaigns, from internet advertising through to email and all touch points in between. Embracing data, and the insights it can provide, will enable you to improve all aspects of your event organisation”.

Read the full interview with Mansfield here. And find out more about Music Marketing Is Broken: Let’s Fix It here. And buy yourself a TGE delegates pass here.