Case Study: Ticketmaster boosts FanBuilder adoption and data-driven marketing with Mixpanel

World’s leading ticketing company, Ticketmaster, uses Mixpanel to understand its users’ behaviors to shape product decisions

Ticketmaster, the world’s leading ticketing company, built Ticketmaster ONE — a B2B suite including FanBuilder that helps venues, artists, and promoters manage events and run targeted marketing. The team needed to measure FanBuilder adoption and get granular insights into diverse client behaviors to drive engagement, increase usage, and inform executive decisions.

Ticketmaster ONE implemented Mixpanel across its business apps with dedicated dashboards, Funnels, Cohorts, and Retention reports and connected Salesforce data to make customer teams more data-driven. The team now spots and fixes error cases, automates analyses with machine learning to save engineering time, and uses Suggested Audiences and segmentation to improve campaign targeting — helping retain and grow the most profitable venues, artists, and promoters.

Ticketmaster

Christopher Vezzuto

Senior Software Engineer