The Client
A secondary ticket marketplace focused on VIP packages and high-value event experiences across sports, concerts, and theatre. The company had plenty of data but no coherent strategy for using it. Roughly 35% of transactions were going over budget, and the team lacked visibility into what was driving the losses.
The Project
VisionWrights took a two-pronged approach. First, we streamlined dashboards and automated real-time insights across the business — building event-specific dashboards for high-volume periods like football season and March Madness that gave buyers immediate visibility into pricing and margins.
Second, we analyzed customer, web, and marketing data to redefine customer segments based on real purchase behavior rather than assumed profiles. This work identified actionable patterns and low-risk opportunities to improve targeting and measurement — replacing intuition with evidence.
The Result
The work provided a clear, data-backed understanding of customer behavior and informed a set of targeted marketing tactics for immediate testing. Over-budget transactions dropped significantly as the team gained real-time pricing visibility. In parallel, the analysis highlighted the data and measurement improvements needed to support more advanced analytics and AI in the future.
- ✓Significant reduction in over-budget transactions
- ✓Real-time pricing and margin visibility via event-specific dashboards
- ✓Customer segments redefined based on actual purchase behavior
- ✓Targeted marketing tactics informed by data, not assumptions
- ✓Data strategy transformed from reactive to proactive
- ✓Foundation laid for advanced analytics and AI capabilities