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‘Fan Forced’ Marketing: The Application Of Fan-based Data To Communications, Media Selection And Product Design.

In a period of low economic growth, the business metrics of repeat purchase and customer profitability are critical. For this reason, customer intelligence and insight must be used to draw the customer closer by emphasising the brand’s relevancy and narrowing the consideration set. Data derived from the live economy – our most engaged product choice – represents a powerful ‘bridge’ between our passion points and how marketing leverages a customer’s personal motivations.

Andrew Reid, General Manager, Data Analytics and Insights, Ticketek Entertainment Group (TEG)