Case Study: Rice University achieves increased ticket, merchandise and sponsorship revenue with Ticketmaster Data Analytics

Rice University Using the Power of Data to Gain a Competitive Edge

Rice University faced a highly competitive Houston market with multiple professional and college teams and needed better customer intelligence to sell more tickets, licensed merchandise, and sponsorships. Rice engaged Ticketmaster's Data Analytics team, using Ticketmaster’s live-event database and data-append/analytics services to enrich fan records, identify sport-buying propensity, and segment prospects for targeted marketing.

Ticketmaster implemented a holistic data-enrichment and propensity-scoring solution—cleaning 69.4K records, matching and appending 3K records, and identifying 41.4K prospects—to power more effective email campaigns, sales outreach, and retail pitches. The work delivered measurable results for Rice University: about $275K in gross licensing revenue over 2.5 years, ~50 new accounts (~$20K total spend), a +5.7% increase in app downloads, and increases in ticket, merchandise, and sponsorship sales.

Rice University

Paul Lockhart-Korris

Director of Business Strategy for Rice Athletics