How AEG Presents uses data to boost client engagement for Coachella and other events
AEG Presents is a seasoned veteran when it comes to staging high-profile concerts with first-class artists and venues like Coachella and the New Orleans Jazz Festival. But the organization recently realized it had a problem getting the most out of its sales and marketing efforts, and that problem was centered around its data. Even though AEG’s systems generated several different types of data including geographic, demographic, historical ticket sales, clickstream, and social media, the organization’s legacy data warehouse (an on-prem MS SQL Server and related integration services, along with Teradata) wasn’t capable of efficiently harnessing it all to scale analysis and improve ticket sales. AEG’s legacy on-prem warehouse presented several problems for analysts:
- The data model was hard to navigate: To glean basic information about certain demographics or shows, they often had to join ten or more data tables together – a time-consuming and frustrating exercise.
- Making changes was difficult: New tables or data sources required wholesale changes to the entire upstream process.
- It couldn’t handle semi-structured (but vital) data: Real-time streaming data was difficult to integrate without time-consuming processes.
- It was slow and expensive: The system’s rapidly declining performance couldn’t justify the ongoing hardware and support costs it was incurring.
- Collection, integration, storage and analysis of Clickstream and other semi-structured sources
- Faster query response time, allowing for real-time analysis and decisions
- A data model that makes sense to analysts, not just IT administrators
- Ad-hoc data exploration for data scientists without worrying about crashing the data warehouse
- The ability to export large datasets for marketing activation use cases