DATA BASED MARKETING DISRUPTION & EFFICIENCY
INDUSTRY: ENTERTAINMENT TICKETING (E-COMMERCE)
THE ORGANISATION:
The leading entertainment ticketing platform that offers digital distribution of movie tickets along with sporting, theatre and other events. It currently owns the lion’s share of online entertainment ticketing in India and supports almost half of a Bollywood movie’s box office collections.
OBJECTIVE OF THE ENGAGEMENT:
- Improving digital marketing efficiency.
- Marketing Strategy Audit and Revamp
- Market Expansion in Tier 1 & Tier 2 cities.
- Upskilling of the digital team.
CLIENT RESULTS
With millions of active users, the ticketing platform is able to collect rich first party data, segment it and use it to serve relevant content to target audiences. Bizwize recommended & facilitated exposing access to encrypted first party data to strategic content partners and production houses so they could target these users with exclusive content and lead the user back to the e-commerce platform for ticketing. Following a successful pilot with a few partners, this was established as a new AdTech agency model within two months.
1
NEW AD TECH REVENUE STREAM GENERATED WITH DEVELOPMENT OF AN AGENCY MODEL WITHIN TWO MONTHS6
LARGE PRODUCTION HOUSES SIGNED UP AS CLIENTS25%
IMPROVEMENT IN CONVERSION RATEWithin the first two months by implementation of a tighter keyword strategy, better targeting and optimization
35%
REDUCTION IN WASTED SPENDArrested immediate spend bleed happening on non performing ads.
OTHER NOTEWORTHY RESULTS
23%
INCREMENT IN TOTAL TICKET REVENUE FROM PAID SEARCH ADVERTISING- Campaign Structure Revamp
- Fixing Martech Implementation
- New Programmatic Strategy
91%
REDUCTION OF COST OF ACQUISITION FOR SELECT SOCIAL CAMPAIGNS- Rapid experimentation Model
- Sharper targeting & segmentation
- Reallocation of underutilized budget
