NEWS16 March 2011

Ticketmaster launches analytics venture

Data analytics North America

US— Ticketmaster has launched a new venture, LiveAnalytics, which will mine the sports and concert ticket vendor’s database to provide insight for the company’s 11,000 clients.

LiveAnalytics will be headed by John Forese, the former CEO of mobile web and app analytics firm Motally, and is supported by Teradata Corporation.

The company aims to provide Ticketmaster clients with information to generate sponsorships and benchmark competitive performance across venues, teams, leagues, categories and geographies. LiveAnalytics has marked its launch with a report examining live event attendance among US customers over the course of 2010. Data for the report was collected through a mixture of data from Ticketmaster’s database and RDD telephone interviews.

Ticketmaster CEO Nathan Hubbard said: “The launch of LiveAnalytics is a key step in our plan to further build on the value we bring to our clients in helping them connect with fans and to ultimately sell more tickets. We plan on being the global leader in fan data insights and consulting that will bring a new level of service and knowledge to our client base.”

Prior to his time with Motally, Forese (pictured) was at Nielsen where he held the role of senior vice president of product leadership for the firm’s mobile and telecoms division.