MARCH | OPINION
I
ts all about the fan experience at
festivals. We all design around the
fan journey to make our events a
success. But how can we use the data
from those experiences to inform
marketing strategies and tactics?
At the end of January, the prestigious
LA-based Techstars Music Accelerator
- the most prestigious technology
accelerator for music and live events
startups in the world - announced their
class of 2020. Techstars Music invests
US$1.2m into 10 of the best music-
related startups from around the world
each year. The Techstars Music team
selects 10 startups out of hundreds of
applications during a six-month global
search.
Over the course of 13 weeks they are
mentored by a 300 person-strong list
of global music and tech executives,
venture investors and global-scale
artists. The 2020 Techstars Music
Accelerator startups follow three
previous classes that have raised more
than $75m in follow-on funding with a
combined valuation nearing $350m. My
pick of the bunch to watch for the live
events space is FanSifter.
FanSifter is a machine learning-
powered fan data analytics platform.
It will revolutionise the music,
entertainment, and sports data
landscape. It will inform marketers on
how to sell more tickets.
The platform captures attendee
data based on online behaviours.
Fansifter’s clients – event marketers
– will save valuable marketing hours
Fandom talks volumes
EventLab’s James Morgan examines the latest technology improving the fan journey
with powerful segmentation, profiling
and enrichment tools - allowing
hyper-personalized communication
of the right offer to the right audience
segments at the right time.
Live events and music festivals will
be able to launch smarter personalised
campaigns via email, text, Facebook
or Instagram to target potential
buyers. The platform allows end-to-
end trackable granular fan profiles´
performance.
To power the data collection, data
analysis and behavioural preference
outputs, the platform employs artificial
intelligence algorithms. This new
generation in event marketing data
analytics caught the imagination of
the high-powered mentors of the world
famous Techstars programme.
Technology entrepreneur Aivar Laan,
founder of Estonia-based FanSifter has
been working on this project for some
years. It was inspired by his successful
festival ticketing platform, Festivality.
“I’m super stoked to kick off a new
chapter in Los Angeles! Life does not
give these kinds of opportunities too
often, and when it happens, you´ve got
to recognize such a chance, and put it
all in to get there and make it happen”
says Laan.
Being picked from a field of hundreds
of startups is no mean feat. Marketers:
be part of the data revolution and sign
up for private beta at fansifter.com
Words: James Morgan, founder,
Event Tech Lab
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