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Managing the Event Life Cycle 
ACTIONABLE DATA & EMAIL MARKETING 
#IEBA2014 
Etix 
RockhousePartners 
EmmaAXS 
Joe Kustelski 
Brian Bauer 
Christopher Lester 
Doug Lyons
#IEBA2014 
Follow along 
bit.ly/EtixIEBA
#IEBA2014 
GOOD DATA BEATS AN OPINION 
ANY DAY OF THE WEEK. 
-Bill Shakespeare
#IEBA2014 
The average adult’s attention span is 
eight seconds.
#IEBA2014 
More than 50% 
of all emails are viewed on a mobile device.
#IEBA2014
#IEBA2014 
The average online order is 
2.7 tickets. (You know 1/3 of your audience.)
#IEBA2014
#IEBA2014 
THIS MAN IS NOT YOUR FRIEND.
#IEBA2014 
THIS FUZZY FELLA IS. 
Raymond Samuel Tomlinson is a US programmer 
who implemented an email system in 1971 on the ARPANET.
#IEBA2014 
Also your friends… 
Brian Bauer 
RockhousePartners 
Christopher Lester 
Emma 
Doug Lyons 
AXS
#IEBA2014 
AUTOMATION 
SEGMENTATION 
PERSONALIZATION
#IEBA2014 
WHAT’S WORKING NOW
#IEBA2014 
AUTOMATION
#IEBA2014
#IEBA2014 
,
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014 
SEGMENTATION
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014 
PERSONALIZATION
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014 
WHAT’S NEXT?
#IEBA2014 
Fans 
11% $268 value 
Lovers 
25% $212 value 
Superfans 
18% $552 value 
Purchases:tickets, merchandise & other 
Attitudes:emotional connection 
Joyriders 
30% $168 value 
Spenders 
16% $532 value 
FAN MONETIZATION 
Segmentation & activation of communities
#IEBA2014
7% 
20% 
30% 
30% 
40% 
55% 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
2012 (A) 
2013 (A) 
2014+ (P) 
SALES 
TRAFFIC 
Mobile
36 
AEG Confidential and Proprietary 
AXS App –Share and Revoke Ticket View 
My Event View 
Share Ticket View 
Shared Ticket/Revoke View
AXS In-Venue Services 
Directions 
Parking 
Mobile Tickets 
Interactive Venue Map
AXS Mobile Notifications 
Push Notification 
Concessions
#IEBA2014 
WHAT YOU CAN START DOING…Today
#IEBA2014 
1.Send a Welcome Email. 
2.Send a Thank You Email. 
3.Own your Community with CRM. 
4.Try A/B Testing. 
5.Measure three things.
#IEBA2014 
Follow along 
bit.ly/EtixIEBA
Managing the Event Life Cycle 
ACTIONABLE DATA & EMAIL MARKETING 
#IEBA2014 
Etix 
RockhousePartners 
EmmaAXS 
Joe Kustelski 
Brian Bauer 
Christopher Lester 
Doug Lyons
#IEBA2014 
But wait… 
There’s more. 
From Emma.
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014
#IEBA2014

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