On this collection, Discuss knowledge to me, we chat with leaders from the world’s greatest manufacturers and businesses about how they’re utilizing insights to drive their enterprise methods.
We caught up with Dominique Batiste, Senior Group Supervisor of Market Analysis at Eventbrite, to get her ideas on privateness, experiences, and personalization.
Inform us a bit about your function.
My function is main market analysis at Eventbrite. I oversee all of the analysis initiatives that actually assist form the corporate’s technique. My staff digs deep into understanding our viewers: occasion organizers and shoppers. We use this knowledge to essentially information selections throughout the enterprise, whether or not it’s exploring market traits, analyzing our aggressive panorama, or serving to the product staff refine options or value choices.
We’re centered on offering very actionable insights that actually drive progress.
A number of what I do entails connecting the dots between what’s occurring out available in the market and what we have to do internally. However it’s extra than simply numbers, it’s offering an understanding to our stakeholders on what our customers have to succeed on our platform.
What’s maintaining you busy for the time being?
One of many main focuses for us proper now could be refining our viewers segmentation. We’re getting actually granular about who our organizers and our shoppers are, their behaviors, their motivations, and their ache factors. It’s actually thrilling as a result of the extra we perceive the customers, the extra we will personalize their experiences, whether or not that’s by our product or our advertising and marketing efforts. This venture is all about ensuring we’re assembly our viewers the place they’re and giving them what they want.
On prime of that, we’re additionally ramping up our aggressive intelligence. The occasion panorama is altering quick, and we have to be on prime of it. So we’ve constructed a framework to observe what’s occurring within the trade and the way rivals are transferring. This helps us to remain proactive and proceed main within the house.
Lastly, we’ve bought our annual world traits report, which is at all times a giant venture for us, and it pulls collectively insights from all of our analysis and provides us a transparent image of the place the trade is heading, and what we ought to be specializing in.
What’s your favourite stat in the entire world?
I’m a giant fan of notion metrics. It’s an enchanting measure as a result of it tells you ways your model is being perceived within the minds of your viewers, which works past simply gross sales or engagement. It’s about model fairness, it’s about belief, which is one thing that’s constructed over time. It’s about deeper relationships and the way your model is positioned available in the market. For instance, at Eventbrite, we’ve shifted from being seen as only a ticketing platform to being perceived because the go-to market for reside occasions. And that’s a robust change in notion.
Discuss to me about an instance of data-led creativity that you simply liked.
I really like how the music streaming trade has leveraged knowledge to personalize the listening expertise. Platforms like Spotify have taken consumer conduct, like listening habits, favourite genres, and even skip charges, and so they’ve turned that knowledge into very dynamic, very personalised experiences. I uncover artists on a regular basis that I might’ve by no means identified from options based mostly on what I like. They’ve bought that found out. The method turns chilly knowledge into emotional engagement.
What’s probably the most fascinating factor concerning the Eventbrite viewers?
They’re extremely numerous, each of their wants and expectations, and the way they interact with Eventbrite.
On one hand, you’ve got our organizers – the individuals placing on the occasions. These vary from area people organizers internet hosting small workshops to massive producers who’re operating huge festivals. And their wants are wildly completely different. Some organizers want a easy, streamlined platform and others are on the lookout for extra sturdy options to handle advanced and large-scale occasions.
After which on the flip facet, our shoppers are simply as different. You might have attendees who’re deeply invested in area of interest occasions, like an area craft truthful or generally even main festivals, after which others who’re on the lookout for one thing enjoyable to do on the weekend. What’s actually fascinating is how private the event-going expertise is for them. It’s not nearly attending, it’s about connection, group, and discovering one thing significant. So the motivations behind why they select sure occasions over different occasions inform us a lot about their values and what drives them.
For those who had a magic wand to alter something about your use of information, what would you alter – and why?
I’d deal with simplifying knowledge, making it extra sensible and impactful for on a regular basis decision-makers.
Throughout industries, individuals are sitting on mountains of information, however it’s typically too difficult or disjointed to essentially use successfully. We have to simplify the method, turning that uncooked knowledge into one thing clear and actionable. However the problem can be about making knowledge intuitive sufficient for anybody, whether or not it’s a small enterprise proprietor or a nonprofit director, they should perceive and act on it without having superior levels. We have to discover a approach to democratize knowledge and stage the enjoying discipline.
What would be the greatest menace in your sector within the coming years?
The most important menace or problem within the occasions trade is shopper expectations round personalization, particularly as privateness laws proceed to tighten. Individuals need occasions and experiences that really feel tailored to them, however with restrictions on how we acquire and use knowledge, it’s going to be powerful to fulfill these expectations. Corporations that don’t determine how you can use first-party knowledge gained’t be capable of ship these personalised experiences that folks have turn out to be accustomed to. And you may’t reduce now. The expectation has been set.
I believe one other problem is financial uncertainty. The occasion house is intently tied to adjustments within the economic system, and with the rise in prices and inflation, individuals would possibly begin pulling again on spending for non-essential experiences. And I believe that places stress on occasion firms to ensure that each occasion feels prefer it’s well worth the value, particularly when individuals are watching their wallets extra intently.
What would be the greatest alternative in your sector within the coming years?
The most important alternative is creating seamless end-to-end experiences. It’s not nearly tickets and getting individuals within the door. Attendees are on the lookout for richer experiences, from the second they uncover the occasion to interactions through the occasion. Your complete journey must be cohesive and fascinating, and that’s the place the chance lies. We will leverage expertise and knowledge to personalize the journey by providing perks, and recommending post-event content material or follow-up experiences.
I believe the businesses that may nail this whole expertise from begin to end will stand out in a crowded house.
What would you say is the highest rising development in your trade?
Proper now, there’s a rising demand for immersive personalised experiences over conventional large-scale occasions. In our 2024 annual report, we noticed that individuals are more and more searching for out occasions that permit for deeper engagement and private transformation. It’s not about merely going to an occasion to observe a efficiency, individuals need to actively take part and go away with one thing extra. Whether or not that’s a brand new ability, a recent perspective, or a way of connection.
We’re additionally noticing individuals transferring away from huge festivals or massive venues, and into smaller, extra intimate occasions. They’re craving that closeness and that authenticity that bigger festivals simply can’t present. I got here throughout an article earlier that defined shoppers are on the lookout for extra significant, virtually boutique-style occasions the place they’ll join on a private stage. So whether or not it’s a workshop, a distinct segment gathering, or a live performance at an area bar – it’s much less about scale and extra about creating areas the place individuals really feel seen and heard.
