An Analytics Case Study
Tracking & Improving the E-Ticketing Experience
Project Type: Research & Analytics
Timeline: Aug 2022 - Present
Project Type: Research & Analytics
Timeline: Aug 2022 - Present
With the COVID pandemic waning and consumers eager to get back into the world, the market for concerts, sporting events, and other live experiences has ramped up in tandem. However, the ticket-purchasing process has been noted by many as a confusing and sometimes frustrating experience, rife with technical glitches, bots, and scalpers. For those who deal in the live events space, addressing and mitigating these concerns is vital.
Our client, one of the leading names in the e-ticketing space, came to us following a significant technical outage with their platform that left many of its customers unable to purchase tickets or access their information. In order to support this company in its commitment to promote transparency and efficiency in every customer’s experience, we developed a comprehensive measurement and reporting strategy to keep the client abreast of emerging issues and assist them in assuaging customer concerns in an impactful way.
Our client was facing both the fallout from a significant technical outage as well as an ongoing tide of distrust aimed at e-ticketing platforms. Developing a “one-size-fits-all” or a one-time communications approach would not be sufficient to tamp down negative sentiment. Instead, our strategy needed equip the client to track and thoughtfully respond to pain points on a more regular basis, while remaining abreast of issues impacting their key competitors.
Our team developed a two-pronged approach. First, we conducted a benchmark landscape analysis to provide a baseline (comprising three months of coverage data) around conversation in the e-ticketing space on social media. Afterwards, we committed to producing monthly scorecards to track movement in the client’s key performance indicators (KPIs) and identify current pain points to be addressed. We leveraged TalkWalker, an online content curator that allows us to source and analyze social media coverage data around particular brands and issues.
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Our benchmark analysis found that, despite the outage, sentiment around the client remained primarily neutral over the three-month period analyzed and focused mostly on prices and promotions. That said, the outage still harmed the client’s reputation compared to peers, becoming the second-most negatively-discussed brand in the e-ticketing space (out of six), with high-profile criticism from several influential podcast hosts and columnists. To kick off the ongoing monthly measurement phase, the team identified scams as the top customer pain point to watch, followed by technical glitches and customer service interactions.