Ticketek: Modern marketing strategy is about treating people as people

Marketing leader and commercial officer at Ticketek's parent company, Nine Live, explains how his team is working to achieve a single customer view

Modern marketing for Ticketek is about becoming contextually relevant and treating consumers as people, not a channel.

That, at least, is the long-term goal for Cameron Hoy, chief marketing and commercial officer at Ticketek’s parent company, Nine Live. CMO caught up with Hoy during the recent Oracle Marketing Cloud Interact event to discuss the need all marketing teams have to unify customer experiences regardless of channel or platform if they want to be effective.

Ticketek recently made the decision to re-invest in Responsys’ marketing campaign management technology as a stepping stone towards improving and personalising customer engagement. The deal was struck in November, and implementation is just being completed.

“We have always engaged on a channel basis and from a marketing perspective using transaction data,” Hoy explained. “The challenge is to start to recognise people as people, and to communicate outside of that transaction environment.”

Historically, Ticketek has sent out untargeted or genre-based emails to registered customers with a range of content from its partners. Like many brands, the company hasn’t had a unified view of customer interactions across multiple channels.

Hoy said he is building a centralised data asset engine to piece together a single profile of the customer, which can be tapped into to personalise communication regardless of touch point or where that person is in the buying process.

“The challenge for us is to recognise you before you transact and personalise content,” he said.

With 14 million customer transaction records covering online and offline activity, Ticketek has a wealth of data available on each customer’s interests and preferences. By combining this with online browsing data and interactions through other channels including social, the company will have a huge opportunity to highly personalise the consumer’s experience of the brand, Hoy said.

But it’s the stuff that sounds the simplest that is the most challenging, he admitted.

“The marketing organisation is very siloed, so it’s no wonder we have that [type of] view of the customer,” Hoy said. “But we want to unwind that. Today, you still need people functionally responsible for getting stuff out, but we need to re-engineer the marketing team from a customer -centric view.”

Other ambitions include clear conversion to sales metrics from email, which can then be combined with social and other digital channels.

Hoy said a catalyst for Ticketek’s marketing turnaround and technology investment is the changing and challenging nature of operating a ticketing business.

“The deals we’re doing with event inventory are so tight today, every extra ticket we sell through being more contextually relevant is important,” he commented. “We are at a point where this investment needs to happen.

“In our world, a lot of events are struggling – for example, different codes of sport. We have to be more sophisticated marketers.”

While getting the right functionality was 70 per cent of the decision to invest in Responsys, Hoy said it was important to have a partner who could help provide advice on the strategic and operational process changes necessary to unify his company’s customer approach. A big part of learning was also tapping into what other customers are doing.

“What we hope is that Responsys can help us unlock the value of these platforms by being more of a partner,” he said.

Longer-term, Hoy said looking at customers as people will unlock other marketing investments, and highlighted mobile as a core area of opportunity.

“We want to communicate this way through mobile as well, bringing that customer view all together,” he added.

More from Oracle Marketing Cloud Interact 2014

- Nadia Cameron travelled to Oracle Marketing Cloud Interact 2014 as a guest of Oracle.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in