Audience Builder

Company:

Ticketmaster

Release

Q3 2023

Team:

12 people

TM1 Marketing and Engagement, Ticketmaster’s enterprise marketing solutions, are used by thousands of businesses to elevate their event marketing strategies. With these tools, clients can segment their Ticketmaster specific data to create hyper-targeted audiences for their marketing campaigns. The rich data that Ticketmaster provides to clients has proven to generate more revenue and ticket sales.

THE PROBLEM -

As Ticketmaster moves towards a more unified experience, TM1 Marketing and Engagement needed to be consolidated so clients could access all of their marketing tools in one place. With this consolidated, we were left with 2 audience builders.

CHALLENGES -

Flexibility of the builders are at two extreme ends

While said to be more user friendly, TM1 Marketing does not offer the same level of customization compared to Engagement

Terminology used varied across builders

Engagement is a legacy tool and uses terminology more in line with backend ticketing systems while TM1 Marketing has been modernized

Each builder has a unique data source

Different data sources cause varied latency and no single source of truth

PERSONA DEVELOPMENT -

To get a better sense of our target users, their current workflows, platforms/tools used, challenges, pain points, etc. I used a variety of methods:

In person workshops
Workshop 1 consisted of product managers, engineers and stakeholders while workshop 2 was subject matter experts who interact with clients on a daily basis.
Qualitative survey
I sent a survey to over 1,000 clients to gain a deeper understanding of the marketing sophistication, responsibilities of our frequent users and typical audience strategy.
Qualitative interviews
I conducted 7, 1 hour interviews interviews with active clients to fill in any gaps and ask more complex questions relating to their audience strategy.

After the initial discovery, one primary persona and two secondary personas were identified for the marketing app. I then found themes relating to audiences to further develop the primary persona, Mia.

COMPETITIVE RESEARCH

I looked at various self serve marketing platforms that Ticketmaster clients use to get a sense of flexibility and hierarchy when it comes to building custom audiences. I took note of key features and what overlapped between tools.

IDEATION -

I did a few rounds of exploration such as being able to build in real time, mimicking the current TM1 Marketing options, selecting from a long list, etc.