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Data & Analytics Workshop

December 5, 2016 9:00 am - 12:30 pm

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About the Data & Analytics Workshop

From where they live to what their favorite albums are, data surrounding the audiences that help make or break the success of a live event are all around us. The most challenging aspect of analyzing customer data and making that information actionable to help inform marketing strategies for future events is understanding which metrics offer the most helpful insights on your target audiences.

That’s why we’re bringing together leaders from across the entertainment industry to XLIVE’s Data & Analytics Workshop on December 5th to explain how and why they are collecting customer data to improve their monetization opportunities in areas ranging from ticket sales to sponsorship activations.

The 2016 conference will convene senior-level event organizers, entertainment industry marketing experts, and innovative data scientists for a morning of interactive panel discussions, case studies, and one-on-one interviews that will help shape your organization’s customer data strategies for 2017 and beyond.

Please note that this event is not included with standard XLIVE conference passes. You may register for the XLIVE Data & Analytics Workshop for the additional cost of $49 on the XLIVE registration page or on-site.

Who Attends:

Types of Organizations: festivals, talent bookers, venue operators, sports teams, managers, agencies, brands, event technology companies

Titles: CEO, CMO, Owner, Founder, Executive Director, VP/Director of Marketing or Business Development


Workshop Schedule:

8:00 AM: Registration Opens

8:45-9:00 AM: Opening Remarks

9:00-9:35 AM: The Value of Data – Why do we need this stuff and when does it pay off?

From CRM to social, data can be found in every area of your organization. The only thing more overwhelming than determining the value of all this data surrounding us is figuring out how to make data actionable in our daily marketing and business development strategies. Umbel’s Lead Data Scientist will uncover the most important metrics that can help you better understand and monetize your target audiences.


Kevin Safford, Director of Data Science, Umbel

9:35-10:15 AM: Big Data – Everyone is talking about it but what are companies doing with it?

Everyone is buzzing about big data, but how are entertainment companies acting on it – and what benefits are they seeing as a result? This session will show you real world examples of how some of the most innovative festivals are using data to sell out shows, venues and more.


Drew Burchfield, Founder/Business Development, Aloompa

David Patera, VP Marketing & Sponsorship, Front Gate Tickets

10:15-10:45 AM: Networking & Coffee Break

10:45-11:45 AM: Sideline to Stage – What event organizers can learn from the sports industry’s data and analytics revolution

Moneyball or the use of analytics to help improve the performance of a team on the field has changed the way front offices in the sports industry operate, but data collection on fans is playing an equally significant role in how teams engage with their fan bases off the field. From ticket sales campaigns to in-stadium beacons/wireless networks, our panel of sports industry executives will offer strategies for utilizing data to monetize fans and explain how live event producers can integrate these analytics best practices into their own organizations.


Natasha Morgan, VP of Marketing, Umbel (Moderator)

Derek Throneburg, VP Brand & Marketing Strategy, Pacers Sports & Entertainment

11:45 AM-12:30 PM: Fanalytics – Data-driven lineup creation and ticket sales strategies that will monetize your fans

Ticketing companies and streaming services are collecting a goldmine of data on the listening preferences of their users that event organizers can utilize to create artist lineups and implement innovative ticket sales strategies based on their target demographics. We’ll bring together leading event marketers to demonstrate how event organizers are benefiting from a data-driven approach to lineup curation and advertising campaigns through collaboration with leaders in the ticket sales and music streaming communities.


Dave Cedrone, Senior Partner – Strategic Services, Umbel (Moderator)

Greg Patterson, Director of Music & Live Events, Eventbrite

Jeff Goodman, Director of Business Development, Greencopper

Nate Lew, Founder & CEO, OpenFan