TicketMaster + Mixpanel
Challenge
Ticketmaster, a global leader in ticketing services, faced the challenge of effectively measuring and optimizing the performance of its B2B application, FanBuilder. With the goal of identifying, targeting, and converting potential customers, Ticketmaster needed a robust analytics solution to gain insights into FanBuilder's adoption and performance. However, traditional analytics tools were insufficient in providing the granular insights required to drive engagement and increase usage over time.
Solution
To address this challenge, Ticketmaster implemented Mixpanel's user analytics across all its business applications, including FanBuilder. This solution offered a comprehensive approach to understanding client engagement and behavior within the platform. The FanBuilder team utilized dedicated Mixpanel dashboards to measure product performance and inform strategic decisions. By leveraging Mixpanel's Insights, Funnels, and Retention features, Ticketmaster gained valuable insights into user engagement by user type and company, allowing them to tailor their strategies to retain and grow profitable partnerships effectively.
Result
The implementation of Mixpanel's analytics solution yielded significant results for Ticketmaster. Firstly, by tracking error cases within FanBuilder, Ticketmaster was able to identify points of improvement in the product, leading to enhancements in user experience and functionality. Secondly, insights gleaned from Mixpanel enabled Ticketmaster to inspire targeted campaigns and initiatives, driving engagement and conversion rates. With Mixpanel's assistance, Ticketmaster achieved a deeper understanding of user behavior, facilitating informed decision-making and ultimately optimizing the performance of its B2B application, FanBuilder.
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