2017 Data & Analytics Workshop

Auditorium December 11, 2017 9:00 am - 12:30 pm

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Willie Litvack, Co-Founder & CEO, SquadUP
Chris Spinks, Director of Marketing, Billy Bob’s Texas
Olivia Derr, Vice President of Client Services, Umbel
Jarrett Nobles, Customer Marketing Manager, Umbel
Drew Burchfield, Founder, Aloompa
Olivia Diamond, Senior Account Manager, Shed Creative Agency
Alex Kerr, Director, Head of Marketing Strategy, Activation & Growth, Shop Your Way


The XLIVE Event Data & Analytics Workshop presented by Umbel is an intimate senior-level forum taking place on December 11th that will bring together entertainment industry  professionals, event technology providers, production specialists, and live event organizers for a comprehensive program of case studies, interactive roundtable discussions and informative panels with the goal of understanding the importance and how to take advantage of data & analytics of your event.


Types of Organizations: festivals, event organizers, venue operators, event technology companies

Titles: CEO, CMO, Owner, Founder, Executive Director, Production Director/Manager, Engineering Director/Manager



8:00 AM: Registration Opens

8:45-9:00 AM: Opening Remarks

9:00-9:50 AM: How to Drive Digital Engagement with Data

Sports teams and festivals are sitting on a gold mine of data within ticketing platforms, CRMs, mobile apps or social media; data that can increase ticket sales, drive sponsorship sales and make marketing more effective. Join this session to learn the approach sports teams and festivals are using to collect more data on their fans to drive digital engagement for their fans and sponsors.  

9:50-10:05 AM: Networking & Coffee Break

10:10-11:00 AM: Digging Deep – The Secret Sauce to Acquiring New Fans and Reaching Them

The average American sees anywhere between 4,000-10,000 ads per day. With all of this noise, it’s harder for you to reach your existing fans, let alone find new ones. During this session you’ll learn best practices for acquiring new fans and then we’ll take a deeper dive into how you should segment your new and existing fans for the highest probability of reaching them.

11:10 AM-12:00 PM: Supercharge Sponsorships – How to Attract New Sponsors and Keep Them Coming Back for More

Annual sponsorship spending has grown 5% in the last five years with over $20 billion being spent in North America alone—80 percent of that is spent in sports and entertainment sponsorships. But traditional sponsorships like physical billboard ads or even newer digital sponsorships that measure impressions and CTRs aren’t going to cut it anymore. If your sponsors aren’t already asking for valuable data to prove ROI, they will be soon. Join this session to learn how sports teams are using digital activations to engage fans while providing valuable data back to their sponsors.

12:00-12:30 PM – Open Discussion