On this collection, Speak information 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 basically assist form the corporate’s technique. My workforce digs deep into understanding our viewers: occasion organizers and shoppers. We use this information to actually 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.Â
We’re centered on offering very actionable insights that basically drive development.
Plenty of what I do entails connecting the dots between what’s occurring out out there and what we have to do internally. Nevertheless 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’s refining our viewers segmentation. We’re getting actually granular about who our organizers and our shoppers are, taking a look at their behaviors, taking a look at 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 via our product or our advertising and marketing efforts. This challenge 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 must be on prime of it. So we’ve constructed a framework to watch what’s occurring within the trade and the way rivals are transferring. This helps us to remain proactive and proceed main within the area.Â
Lastly, we’ve acquired our annual international tendencies report, which is all the time a giant challenge 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 must be specializing in.
What’s your favourite stat in the entire world?
I’m a giant fan of notion metrics. It’s an interesting 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 out there. 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.
Speak to me about an instance of data-led creativity that you simply cherished.
I like how the music streaming trade has leveraged information to personalize the listening expertise. Platforms like Spotify have taken consumer habits, like listening habits, favourite genres, and even skip charges, and so they’ve turned that information into very dynamic, very customized experiences. I uncover artists on a regular basis that I might’ve by no means recognized from ideas based mostly on what I like. They’ve acquired that found out. The method turns chilly information into emotional engagement.
What’s probably the most fascinating factor concerning the Eventbrite viewers?Â
They’re extremely various, each of their wants and expectations, and the way they interact with Eventbrite.Â
On one hand, you will have our organizers – the individuals placing on the occasions. These vary from area people organizers internet hosting small workshops to huge producers who’re working large festivals. And their wants are wildly completely 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 facet, our shoppers are simply as different. You will have attendees who’re deeply invested in area of interest occasions, like a neighborhood craft honest or generally even main festivals, after which others who’re in search of 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, 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.
When you had a magic wand to vary something about your use of information, what would you modify – and why?
I’d give attention to simplifying information, making it extra sensible and impactful for on a regular basis decision-makers.
Throughout industries, persons are sitting on mountains of information, nevertheless it’s typically too difficult or disjointed to actually use successfully. We have to simplify the method, turning that uncooked information into one thing clear and actionable. However the problem can be about making information 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 solution to democratize information and degree the taking part in subject.
What would be the largest risk in your sector within the coming years?
The most important risk or problem within the occasions trade is client expectations round personalization, particularly as privateness rules proceed to tighten. Folks need occasions and experiences that really feel tailored to them, however with restrictions on how we gather and use information, it’s going to be powerful to satisfy these expectations. Firms that don’t work out how one can use first-party information gained’t have the ability to ship these customized experiences that individuals have change into accustomed to. And you’ll’t cut back now. The expectation has been set.
I believe one other problem is financial uncertainty. The occasion area is intently tied to adjustments within the financial system, and with the rise in prices and inflation, individuals may begin pulling again on spending for non-essential experiences. And I believe that places strain on occasion firms to be sure that each occasion feels prefer it’s definitely worth the worth, particularly when persons are watching their wallets extra intently.
What would be the largest alternative in your sector within the coming years?
The most important alternative is creating seamless end-to-end experiences. It’s now not nearly tickets and getting individuals within the door. Attendees are in search of richer experiences, from the second they uncover the occasion to interactions throughout the occasion. All the journey must be cohesive and fascinating, and that’s the place the chance lies. We are able to leverage expertise and information 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 entire expertise from begin to end will stand out in a crowded area.
What would you say is the highest rising pattern in your trade?
Proper now, there’s a rising demand for immersive customized experiences over conventional large-scale occasions. In our 2024 annual report, we noticed that persons are more and more searching for out occasions that enable for deeper engagement and private transformation. It’s now not about merely going to an occasion to look at 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 contemporary perspective, or a way of connection.
We’re additionally noticing individuals transferring away from large festivals or huge 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 will join on a private degree. So whether or not it’s a workshop, a distinct segment gathering, or a live performance at a neighborhood bar – it’s much less about scale and extra about creating areas the place individuals really feel seen and heard.
