On this sequence, Discuss knowledge to me, we chat with leaders from the world’s largest manufacturers and companies 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 position.
My position is main market analysis at Eventbrite. I oversee all of the analysis initiatives that actually assist form the corporate’s technique. My workforce digs deep into understanding our viewers: occasion organizers and shoppers. We use this knowledge to essentially information choices throughout the enterprise, whether or not it’s exploring market tendencies, analyzing our aggressive panorama, or serving to the product workforce refine options or worth choices.
We’re targeted on offering very actionable insights that actually drive progress.
Lots of what I do entails connecting the dots between what’s taking place 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 must succeed on our platform.
What’s retaining you busy in the intervening time?
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 are able to personalize their experiences, whether or not that’s by way of our product or our advertising and marketing efforts. This mission is all about ensuring we’re assembly our viewers the place they’re and giving them what they want.
On high of that, we’re additionally ramping up our aggressive intelligence. The occasion panorama is altering quick, and we should be on high of it. So we’ve constructed a framework to observe what’s taking place within the business and the way opponents are transferring. This helps us to remain proactive and proceed main within the house.
Lastly, we’ve obtained our annual international tendencies report, which is all the time a giant mission for us, and it pulls collectively insights from all of our analysis and offers us a transparent image of the place the business is heading, and what we must 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 the way 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 strong change in notion.
Discuss to me about an instance of data-led creativity that you simply beloved.
I like how the music streaming business has leveraged knowledge to personalize the listening expertise. Platforms like Spotify have taken person habits, like listening habits, favourite genres, and even skip charges, and so they’ve turned that knowledge into very dynamic, very customized experiences. I uncover artists on a regular basis that I’d’ve by no means recognized from strategies based mostly on what I like. They’ve obtained that discovered. The method turns chilly knowledge into emotional engagement.
What’s probably the most attention-grabbing factor in regards to the Eventbrite viewers?
They’re extremely various, each of their wants and expectations, and the way they interact with Eventbrite.
On one hand, you’ve gotten our organizers – the folks placing on the occasions. These vary from area people organizers internet hosting small workshops to large producers who’re working huge festivals. And their wants are wildly totally different. Some organizers want a easy, streamlined platform and others are in search of extra sturdy options to handle advanced and large-scale occasions.
After which on the flip aspect, our shoppers are simply as diversified. You might have attendees who’re deeply invested in area of interest occasions, like an area craft truthful or typically even main festivals, after which others who’re in search of one thing enjoyable to do on the weekend. What’s actually attention-grabbing is how private the event-going expertise is for them. It’s not nearly attending, it’s about connection, neighborhood, 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.
In case you had a magic wand to alter something about your use of knowledge, what would you alter – and why?
I’d give attention to simplifying knowledge, making it extra sensible and impactful for on a regular basis decision-makers.
Throughout industries, individuals are sitting on mountains of knowledge, but it surely’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 also 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 while not having superior levels. We have to discover a method to democratize knowledge and stage the taking part in subject.
What would be the largest risk in your sector within the coming years?
The largest risk or problem within the occasions business is client 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 robust to satisfy these expectations. Corporations that don’t work out how you can use first-party knowledge received’t have the ability to ship these customized experiences that individuals have grow to be accustomed to. And you’ll’t cut back 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, folks would possibly begin pulling again on spending for non-essential experiences. And I believe that places strain on occasion firms to make it possible for each occasion feels prefer it’s definitely worth the worth, particularly when individuals are watching their wallets extra intently.
What would be the largest alternative in your sector within the coming years?
The largest alternative is creating seamless end-to-end experiences. It’s now not nearly tickets and getting folks within the door. Attendees are in search of richer experiences, from the second they uncover the occasion to interactions through the occasion. The complete journey must be cohesive and fascinating, and that’s the place the chance lies. We will leverage know-how 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 pattern in your business?
Proper now, there’s a rising demand for immersive customized 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 now not about merely going to an occasion to observe a efficiency, folks need to actively take part and go away with one thing extra. Whether or not that’s a brand new ability, a contemporary perspective, or a way of connection.
We’re additionally noticing folks transferring away from huge festivals or large 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 in search of 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 folks really feel seen and heard.
