Front Gate Partners With Umbel To Bring More Data To Event Ticketing & Marketing
Austin-based Front Gate Tickets has announced a strategic alliance with another Austin-based company, Umbel, to provide comprehensive analytics from platforms such as Facebook to their clients. Using a system it calls Digital Genome analysis, Umbel is able to uncover data points in their customer base to create relevant ticket buyer profiles for a particular artist and then find analogous fans via Facebook and using that connection to promote and market shows.
According to the companies, representative results include an average 10x return on ad spend across multiple campaigns for a Front Gate promoter client using Umbel Reach Extension.
Front Gate clients can also use the Umbel platform to tailor their offerings for customers. This includes creating better ticket pricing, creating successful sponsor liaisons, having the right food and beverage options and identifying the most propitious venues for advertising dollars.
"Data overload is a huge problem for marketers, including promoters and ticket sellers," said Uri Bogler, Vice President of Marketing for Front Gate Tickets. "By integrating Umbel's platform into Front Gate's ticketing console, we have empowered our promoter and venue clients to sift through their data in a way that becomes actionable through highly targeted marketing campaigns that increase ticket sales, by efficiently finding the next fan." – via Celebrity Access