Case Study: Ticketmaster increases FanBuilder adoption and launches one-click Suggested Audiences with Mixpanel

How Mixpanel inspired a new B2B tool in Ticketmaster ONE

Ticketmaster, the world’s leading ticketing company, built Ticketmaster ONE — a B2B suite including FanBuilder — to help venues, artists, and promoters manage events and marketing. The team needed a way to measure adoption and usage across diverse clients, surface product friction and errors, and turn behavioral insights into features that drive engagement and revenue.

By instrumenting Ticketmaster ONE with Mixpanel, the FanBuilder team gained dedicated dashboards, funnels, retention analysis, and Salesforce integration to track adoption and error cases, automate segmentation, and spot anomalies. Those insights led to product improvements like Suggested Audiences (reducing a 10-step workflow to one click), better user experience, higher engagement and retention, and increased ability to surface relevant events and drive more revenue.

Ticketmaster

Christopher Vezzuto

Senior Software Engineer