How Live Nation Pre-Games for Data Insights
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As few as five years ago, Live Nation didn’t consider itself a data company. Now data is a core part of the concert promoter’s DNA, according to John Forese, who joined in 2011 to head a new data arm, LiveAnalytics, as senior VP and GM.
Live Nation sits on a slew of ticket buyer data, after all, that illuminates who is willing to pony up to see musical artists and sporting events. So it’s no surprise that the company ultimately began investing heavily in its data division. Since his arrival, Mr. Forese has built a team of around 20 research experts and statisticians, most based in Los Angeles, where Live Nation is headquartered.
Now LiveNation, which merged with Ticketmaster in 2010, uses purchase data to help marketers determine what types of music their target audiences enjoy. The key to reaching that goal was integrating databases that were once siloed.
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