CASE STUDY: PAID MEDIA & ANALYTICS
Leveraging Event and Streaming Data to Drive Ticket Sales
The Challenge
UFC asked FTF to drive event ticket sales at events in Las Vegas and across the USA while increasing ROI from paid media.
Our Approach
Our approach was to turn to the data to see what it would tell us about the UFC audience, and how to drive more relevant communications to them at the right time and place.
5x
Increase in ROI from Paid Media
8+
Data sources analyzed and scored
The Results
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FTF used a combination of data sources to create virtually “waste-free” audiences to target for UFC events.
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With Ticketmaster data from past events matched with consumption data from UFC’s own Fight Pass streaming service, we created audiences based on criteria such as fandom of athletes participating in the events in questions, propensity to spend at certain ticketing levels, proximity to event location and more.
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FTF drove 5x ROI growth from paid media for ticketing by using UFC’s own data to drive it’s business.
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FTF built an end-to-end marketing stack for UFC that allows the team to quickly and easily shift budget across 60+ global markets based on broadcast rights, pricing, region interest and more.